UNLOCK THE MYSTERY

TitleUNLOCK THE MYSTERY
BrandHONG KONG DISNEYLAND
Product / ServiceMYSTIC POINT
CategoryA06. Promotional Items
EntrantHONG 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

Credits

Name Company Position
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

Brief Explanation

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 Brief

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.

How the final design was conceived

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.

Indication of how successful the outcome was in the market

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%