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Product / ServiceTELEVISION
CategoryA04. Direct Response Digital Media
Entrant Company:McCANN WORLDGROUP Hong Kong, HONG KONG
DM/Advertising Agency:McCANN WORLDGROUP Hong Kong, HONG KONG



Name Company Position
Spencer Wong, Nick Lim McCann Worldgroup (Hong Kong) Executive Creative Director
Quentin Yeong, Mark Kong McCann Worldgroup (Hong Kong) Creative Director
Mark Kong McCann Worldgroup (Hong Kong) Copywriter
Zoe Kuo, Kitty Tang McCann Worldgroup (Hong Kong) Interactive Designer
Elvis Lo Programmer
Paul Swee Studio 13 Editor
Nancy Yau, Carol Wan, Eunice Wu McCann Worldgroup (Hong Kong) Account Service Team

The Brief

Our task was to promote a new travel series about Macau for Dim Sum TV, to be broadcast in China. With people now spending more time online than watching TV, how could we pull them back from the online environment? Can we ride on the power of online strategy and draw audience back to the traditional media?

Creative Execution

Ever imagined betting on the Slovenia traffic via a live IP cam? Or the sex of Mary's foetus in China? We had dozens of instant and long-term betting games to keep site visitors constantly entertained. Place your bets now, and we'd notify you by email the results and the tokens you earned together with a promotional message of our Macau TV program. At the height of betting fever, we shut down the casino and informed our audience the launch of our TV series on that day. We successfully got people interested in Macau, and pulled them back to see our program as well.

Describe the creative solution to the brief/objective.

The idea: Macau, famous as the Vegas of the East. To capture its iconic love of gambling, we created a virtual casino like no other, where people could place REAL-LIFE bets on everything.


The campaign was a solid gold hit. And a haven for helpless gamblers: Over 30,000 registered members in a1 week. Average time spent per person per visiit: 12 minutes. Event tracking: 250,000 clicks. We got people interested in Macau, and successfully pull our audience back to the TV screen as well.