Results and Effectiveness

BIG success was achieved for the launch: - Local market attendance up by 32% Vs last year - With the significant increase in TOM awareness, total awareness for launch month climbed to a high level of 85% - User experienced the excitement from different communication channels and spread across various social media networks quickly, total views surged by 73% and accumulated to 24 million, created a lot of word-of-mouth and viral effect for the campaign.

Creative Execution

A 3-consecutive print ad was used to best simulate the excitement and feeling for the ride. The mine car was arranged to run in the middle splitting the editorial apart, plummeting backward from the top to bottom after the explosion. Effects on REAL EDITORIAL on 3rd page were made to help target visualize the high-speed and backward plummet of the mine car: 1) smashing the news headline near the mine car on the top; 2) real editorial text falling with the flow of mine car; and 3) real editorial text and picture presenting in a reverse direction in the bottom half. Target could easily understand the key features of the coaster even in a 2D execution just by a glance on the ad.

Insights, Strategy and the Idea

Hong Kong Disneyland expanded their footprint with the opening of Grizzly Gulch this summer, and brought their guest a unique, high-speed, multidirectional terrain-style coaster: the Big Grizzly Mountain “Runaway Mine Cars”. The idea was to bring out the thrill and excitement of the mine car journey, with the emphasis on the mine car plummets downhill in a backward direction, this was a new and 1st-in-town feature. A traditional print ad was not enough to demonstrate the experience and excitement. To immediately grasp readers’ attention on the stunning experience and the backward plummet, we worked with the editorial team for special treatment on the REAL CONTENT to demonstrate this feature boldly. The execution was placed at the prominent position of high circulation free newspapers to generate high awareness, and create target interest at the same time.