|Title||UNLOCK THE MYSTERY|
|Brand||HONG KONG DISNEYLAND|
|Product / Service||MYSTIC POINT|
|Category||A06. Promotional Items|
|Entrant||HONG KONG DISNEYLAND Hong Kong, HONG KONG|
|Entrant Company||HONG KONG DISNEYLAND Hong Kong, HONG KONG|
|Advertising Agency||HONG KONG DISNEYLAND Hong Kong, HONG KONG|
|Media Agency||MINDSHARE Hong Kong, HONG KONG|
|Production Company||DESIGN FACTORY Japan, JAPAN|
|Jenkin Ho||Hong Kong Disneyland||Director/Marketing/Imc)|
|Jonas Fung||Hong Kong Disneyland||Manager/Marketing Communications|
|Sandy Cheung||Hong Kong Disneyland||Associate Mgr/Marketing Communications|
|Antony Chow||Hong Kong Disneyland||Creative Services Manager|
|Joshua Wong||Hong Kong Disneyland||Associate Manager/Creative Services|
|Keith Yeung||Hong Kong Disneyland||Sr. Creative Designer|
|Kan Cheng||Hong Kong Disneyland||Creative Designer|
|Pauline Yau||Hong Kong Disneyland||Associate Manager/Media Services|
Traditional creative would not be captivating enough to engage all senses for arousing curiosity and imagination, also for communicating overall experience of the attraction. Our solution was to creatively employ direct marketing tactics in collateral designs and special executions in order to deliver an eye-opening journey, unlocking the mystery of Mystic Point, and bringing to life the idea that “Seeing is not always believing”.
The challenge was to drive visitation to the new attraction of Hong Kong Disneyland, Mystic Point, where visitors could immerse all their senses in a unique and mysterious private museum tour.
CREATIVE EXECUTION: A set of special game cards was designed to amaze our target. Visual illusions and special effects were applied to every game card to engage target’s senses, allowing audience to experience “Seeing is not always believing.” Special mirror invitation cards were sent to our VIP which they need to use the mirror reflection to unlock the illusions. We also designed a mystical sandglass where the sand made from special material inside the sandglass is mystically moving upward to create further suspense of Mystic Point.
RESULTS AND EFFECTIVENESS • Local attendance +30% • Top of mind awareness +7% points VS same period last year • Posts and views of Hong Kong Disneyland official Facebook page +16% & 203%