Hong Kong – As the peak travel season approaches, Uber Hong Kong, in collaboration with Omelette Digital, has launched the ‘Airport Code War’—a two-week interactive social media campaign spotlighting the travel hurdles Hong Kongers face when journeying to the airport from different districts.
The campaign kicked off with an Instagram Reel featuring local celebrity Neo Yau, who shared his frustration over the challenges of getting to the airport while preparing for the Taipei Golden Horse Film Festival. Pledging to help fellow travellers, Yau promised to work with Uber HK to secure promotional codes.
The next day, Yau announced he had secured 5,000 promo codes and officially launched the Airport Code War. Hosted on the newly created Instagram page @airportcodewar, the campaign invited residents from all 18 Hong Kong districts to vote for their neighbourhoods to win geo-targeted promo codes. Humorous, district-specific content further engaged the audience and fuelled the friendly competition.
Created by Omelette Digital, Uber HK’s campaign unfolded with unexpected twists and surprises over its two-week run. A playful rivalry within Neo Yau’s production company, Trial and Error, added to the drama as Hui Yin and So Chi Ho—staunch supporters of Kwun Tong—challenged Yau, who backed Tuen Mun.
The competition gained momentum as more social influencers joined, championing their neighbourhoods and urging residents to vote for promo codes. Two rally events further amplified awareness, sparking lively discussions and widespread sharing across local district Facebook groups.
Eric Ling, demand growth lead at Uber HK, shared, “December stands as the peak month for airport activity with the highest volume of both inbound and outbound traffic. This promo-driven campaign enables us to influence riders’ decisions when selecting their mode of transportation to the airport.”
Andrea Choi, creative director at Omelette Digital, also said, “It all started with a simple local insight, and it has been a rewarding experience to leverage Hong Kongers’ affection for their districts and witness the unfolding of this fun-filled battle. For us, this campaign feels like an experiment – anything could have happened despite our meticulous planning and intensive research. We cannot thank the client enough for the unwavering trust.”
The Airport Code War wrapped up on December 18, with Sha Tin District claiming victory and earning 2,500 50%-off promo codes. To celebrate the travel season, Uber HK also released 15,000 25%-off promo codes as a merit reward for all Hong Kongers gearing up for their vacations.
