China Southern
China Southern Proverbs
Wise words that change perceptions.
Brief
China Southern has a great inflight entertainment and food service, the problem is, people believe it pales in comparison to its competitors.
Idea
We created a small but fun campaign to help change perception by paying homage to the philosophical significance of Chinese proverbs, only laced with British wit.
Each proverb promoted a unique customer benefit, reflecting the commitment of China Southern Airlines to a high level of service and excellence. The tone of voice suggests a British view of Chinese culture so we’d engage more deeply with a UK audience. A series of proverbs were written for key service and brand messages based on destinations, on-board entertainment and cuisine. Banners, Facebook and Twitter posts drove customers to matching campaign promotions and dedicated pages further unpacking China Southern's offering.
