Results and Effectiveness

BIG success was achieved for the launch: - Local market attendance was 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

Full-use of radio capabilities: a) 4 popular DJs, first played the board-game, the hilarious moments were then recorded as video/sound bites for viral through Youtube and DJs’ Weibo, and also played throughout the day on radio for awareness. b) Extending to on-ground, the DJs played the board-game live at Megabox with the audiences to heighten the momentum. c) Phone-in segment in Sammy’s program. Participants needed to answer 3 questions designed to demonstrate the “Mine-Cars’ unique features, i.e. say a phrase in reverse order; play tongue twister; and guess the phrase that were mumbled under water. Newspaper: - Ran 3-consecutive ad with special visual effect made on the real content. On top, smashed the headline. At the bottom present the news in reverse order. MTR: - Employed 3-D visual illustration, make it a photo-taking scene for the youngsters to better visualize the fun of the water-explosion, and shared with their friends.

Insights, Strategy and the Idea

The objective is to bring youngster to visit the new Grizzly Gulch at HK Disneyland, by creating interest of the excitement that this new attraction could bring. The 3 major experiences of the attraction are the “Runaway Mine Cars” roller-coaster with unique backward motion and speedy twist and turns, and sudden water explosion. A TVC was shot focusing on the uniqueness of ride, but is NOT enough to bring out the fun of the entire footprint. Young adults nowadays only believe and share what they have experienced. So our idea is to synergize the power of different on-target channels, use them creatively to bring the entire experience to live, and let the audience experience thru their usual media consumption. Full use of radio capabilities, special print execution, and creative outdoor events were employed, working with TV. A board-game of the attraction was also designed as give-away to facilitate the communication.