As the peak travel season draws near, Uber HK has teamed up with Omelette Digital Hong Kong to launch the “Airport Code War”—a two-week interactive social campaign that highlights the travel struggles faced by Hong Kong residents traveling to the airport from different districts.
The campaign kicked off with a playful Instagram Reel featuring local celebrity Neo Yau, who humorously shared the frustrations of his journey to the airport as he prepared to head to Taiwan for the Taipei Golden Horse Film Festival. Through his entertaining post, Yau expressed his solidarity with fellow Hong Kong travelers and vowed to work with Uber HK to secure promotional codes for the public.
The very next day, Yau revealed that he had secured 5,000 promo codes from Uber HK and officially launched the Airport Code War. The competition took place on a newly created Instagram page where residents from all 18 districts of Hong Kong could vote for their own neighborhoods to win geo-located promo codes. To keep the audience engaged, humorous content tailored to each district was released, adding a personalized touch.
Over the course of the two-week campaign, exciting plot twists and surprises kept participants hooked. A playful rivalry emerged within Yau’s production company, Trial and Error, when key members Hui Yin and So Chi Ho, both staunch supporters of the Kwun Tong District, publicly declared war against Yau, who was backing Tuen Mun District.
The rivalry sparked further excitement, with more social influencers joining the fray and rallying support for their respective neighborhoods. They encouraged residents to vote and compete for the coveted promo codes. Two rally events were also organized to boost awareness, igniting social media discussions and generating an explosion of shares across local district Facebook groups.
Eric Ling, Demand Growth Lead at Uber HK, shared: “December is the busiest month for airport traffic, with the highest volume of inbound and outbound passengers. This promotional campaign allows us to influence riders’ decisions when choosing their mode of transportation to the airport.”
Andrea Choi, Creative Director at Omelette Digital, said: “The campaign started with a simple local insight, and it’s been rewarding to see Hong Kongers’ love for their districts come to life in this fun-filled competition. This campaign felt like an experiment—anything could happen, but it was all worth it due to our meticulous planning and research. We’re grateful for the trust our client placed in us.”
The Airport Code War concluded on December 18, with Sha Tin District emerging as the victor, earning 2,500 promo codes offering 50% off rides. However, the excitement didn’t stop there—Uber HK also released an additional 15,000 promo codes for 25% off as a reward to all Hong Kong residents traveling during the holiday season.
