Now observed the world over in Chinese communities, Singles Day, or Double 11, is a shopping event that celebrates the spirit of consumerism. In 2019, Hamazaki Wong recommended Air Canada contribute to the excitement. After all, why waste a good consumer shopping opportunity? Air Canada’s Double 11 campaign was born, with a 11% discount offer on fares to Asia. To heighten the excitement, the 11% offer was integrated into the promotion name creating resonance and memorability for the Chinese market, in both Simplified and Traditional Chinese. Leveraged through digital, programmatic, and social media throughout North America, the promotion featured Beijing, Shanghai, Hong Kong, and Taipei as destinations. Results? Let’s just say on a scale of 1 to 10, the week-long promotion scored an 11.