Pranks and dramatic twists: Roundup of April Fool's campaigns from brands in HK

It was April Fool's Day yesterday and brands in Hong Kong have gone all out to design a series of playful pranks and campaigns with light-hearted humour to entertain consumers.

From IKEA Hong Kong's dramatic twist to Hong Kong Airlines' ultimate cure for baby crying sound, these campaigns left consumers in Hong Kong intrigued by the authenticity of "product launches". The clever and whimsical nature of these campaigns often blurs the line between what is genuine and what is a playful prank, sparking curiosity and excitement among consumers.

In celebration of the special day, brands in Hong Kong have made extensive use of social media, crafting advertisements that leave consumers questioning whether what they have seen is real or just pranks.

Let’s take a look at some of the latest brand pranks in Hong Kong MARKETING-INTERACTIVE has rounded up this April Fool's Day.

1. Airasia

Durian lovers, get ready for this.

Low-cost airline AirAsia has launched an April Fool’s Day campaign that revolves around durian, a native fruit of Southeast Asia.

Also known as “April Fool's Day - Airasia durian flights (one & only)”, the campaign is done in collaboration with advertising agency THE IRREGULARS. It introduces a flight experience dedicated to serving durian, available exclusively for one day.

In a conversation with MARKETING-INTERACTIVE, Terence So, head of marketing, Hong Kong and Macao, AirAsia, said while the campaign targets Gen Z and Millennials, it aims to increase brand awareness in Hong Kong and Macao, while also solidifying its positioning as an ASEAN expert with a fun and energetic image.

On 31 March 2024, AirAsia posted a teaser on its Facebook page, announcing that "something new is coming" and urging the audience to stay vigilant for an exciting introduction on 1 April 2024.

Furthermore, an array of images featuring Airasia’s flight attendants serving different types of durians on the flight are posted on its Facebook page. 

In terms of marketing strategies, So said Airasia has embraced customer centric insights that, recognising that people have a fondness for travelling in search of culinary experiences. Moreover, while AirAsia's destinations offer a wide range of fruit options, the campaign making it a good fit for leveraging durian, a fruit that holds significant cultural relevance.

So added that this April Fool's Day campaign aligns with AirAsia's local marketing tagline - "喜細飛" which aims to bring enjoyment to the target audience.

2. Hong Kong Airlines

For those who have travelled on a plane before, the sound of a baby crying or screaming is definitely not something new to you. That's why Hong Kong Airlines has unveiled the all-new “Keep the Child Calm” button this April Fool's Day. 

This came as unofficial statistics show that approximately 41% of passengers do not want to encounter crying children on the plane. The airline said it deeply understands that parents often struggle to handle their children's tantrums, especially in a quiet public space.

"Our special project team conducted studies on how to provide support to these inflight parents and to safeguard a pleasant onboard experience for our passengers. Hong Kong Airlines proudly introduces the brand new 'Keep the Child Calm' (氹你個仔制 (掣) button!"

By pressing the button, a special flight attendant in a fantastic costume will show up to entertain the child, guaranteeing an immediate end to any tantrums and ensuring a happy onboard experience for everyone, the post said.

"Gashapon will distribute fun gashapon toys, instantly capturing the children's attention. Princess Sugar, dressed in colourful attire, will offer candies to soothe the children's emotions with sweet treats. Miss Fluffy will give children warm hugs and present plushies to children as flight buddies."

3. KFC

For durian enthusiasts, this presents yet another delightful surprise.

KFC has rolled out a limited-time promotion on 1 April 2024 where customers will have the opportunity to experience the enveloping aroma of durian in their laundry.

It comes as KFC has announced the return of its D24 durian Portuguese egg tart, starting from 28 March 2024. In celebration of April Fool's Day, customers who visit the KFC counter on 1 April 2024 and purchase any item from the "D24 Durian Portuguese egg tart" series will receive a pack of DoDoME durian-scented laundry detergent capsules.

In a conversation with MARKETING-INTERACTIVE, a spokesperson from KFC Hong Kong & Macau said the brand devised a marketing strategy centred around a unique giveaway with the Durian scented wash drop, a gimmicky product designed to immerse participants in the distinct aroma associated with its D24 durian egg tart. This immersive experience aims to create excitement and anticipation for the return of the beloved tart.

Additionally, the brand chose to launch it on 1 April in conjunction with April Fool’s Day with an aim to generate social buzz and stimulate discussions among customers and wider community, sparkling conversations as to whether the giveaway was genuine or simply a prank.

4. IKEA Hong Kong

IKEA Hong Kong, which is known for its trendjacking post, has wowed Hongkongers with a new Sundae ice cream featuring the flavour of a classic Cantonese dish stir-fried tomato and scrambled eggs.

"It seems like everyone is curious about the tomato scrambled eggs made by Editor’s mum (how peculiar). Therefore, we cordially invited mum to personally cook and prepare a delicious Chiu Chow-style frozen dish called 'Tomato Scrambled Eggs Sundae' for everyone to enjoy! If you'd like to experience the taste of Editor’s home, just visit the IKEA Bistro except ShaTin Store and give it a try by 3 April," IKEA said on its Instagram. 

This came following a deliberate error made by the brand, where it said it mistakenly shared a picture of a dish of stir-fried tomato and scrambled eggs. IKEA then jokingly apologised on Instagram the day after, saying that it's sorry for those who could only see the dish instead of actually tasting it.

The post has drawn over 32k likes, with many praising the marketing stunt and some said the post was hilarious. 

5. TamJai sisterbrands

To spice up the April Fool's hype, TamJai SamGor has unveiled a campaign featuring a new product that contains seven soup flavours with various mix-and-matches on 1 April. 

"Fans can say goodbye to the difficulty of choosing. They can finally get a taste of all soup bases including non-spicy soup, spicy soup, hot and sour soup, tomato soup, amongst others. I want them all!" the brand said in a Facebook post. 

TamJai SamGor has also partnered with local brand Red A Plastic to create a plastic container for the campaign, which can hold seven different ingredients and soup bases at the same time. 

Meanwhile, TamJai Yunnan Mixian has launched a snack truck inviting everyone to try Cheung Chau's iconic massive fish balls on 1 April. 

MARKETING-INTERACTIVE has reached out to TamJai for more information.

Join us this coming 26 June for Content360 Hong Kong, a one-day-two-streams extravaganza under the theme of "Content that captivates". Get together with our fellow marketers to learn about AI in content creation, integration of content with commerce and cross-border targeting, and find the recipe for success within the content marketing world! 

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