The 'new crazy': Cebu Pacific is making seat sales easier for customers

Jessica Fenol, ABS-CBN News

Posted at Jul 25 2019 08:10 AM | Updated as of Jul 25 2019 02:23 PM

MANILA – (UPDATE) Cebu Pacific said it was tapping online tools to make jostling for deep discounts easier for customers during sale events, which it described as the "new crazy."

During a one-day only seat sale last March, the Gokongwei-led carrier tripled daily bookings by tapping Google tools available to companies. It also took inspiration from online shopping platforms like Lazada and Shopee, said its vice president for marketing and distribution Candice Iyog.

"We disrupted ourselves by offering an even more dynamic seat sale, supported by dynamic, relevant content delivered at scale by creatively using technology that was already available to us today," she said.

During the "3.3" sale last March, Cebu Pacific offered a different destination every 2 hours. Offering seats in clusters sustained interest on its booking website throughout the day and helped it better manage demand, Iyog said.

A sample of Cebu Pacific's clustered seat sale ad implemented last March. Photo: Cebu Pacific's Twitter Page

"Equipped with the knowledge of how technology could work harder for us and the intent of looking for the new crazy for Cebu Pacific, we were able to now find what the new crazy is and have now made it actually part of our new normal," she said.

Cebu Pacific's vice president for Marketing and Distribution Candice Irog speaks during the first YouTube Brandcast held in Taguig. July 24, 2019. Jessica Fenol, ABS-CBN News

Speaking at a YouTube roundtable on online advertising, Iyog said Cebu Pacific used Google tools such as YouTube Director Mix and Google Blast to maximize exposure. 

YouTube’s Director Mix is a mass customization tool which helps advertisers create different versions of their ad, matching custom videos to the search activity of users, Google said on its website.

An insurance firm, for example, can show a customized and more targeted version of an ad to a person who previously searched for a ski trip and another version to a person searching for a beach trip, the search engine said. 

A company selling the same product can show custom ads to different people using YouTube's Director Mix. Screengrab from Create with Google page

Cebu Pacific had reached over 20 million Filipinos in one day during the March 3 seat sale, she said.