Creative Execution

“SCREAM NO MORE” CHALLENGE PRACTICE BOOKLET We took “Scream No More” Challenge icon as core creative thread and bring the ideas to live online and offline with a practice booklet to engage young adults prior to park visit. INTEGRATED ONLINE: NON-BRANDED CONTENT AMPLIFICATION By engaging popular KOLs through a series of non-branded content driven videos – different ways to practise screaming control, that based on the “Scream No More” Challenge practice booklet before entering the park. INTEGRATED OFFLINE: MASSIVE AWARENESS Traditional TV, print and cinema warning video were created to build mass awareness.

This campaign has successfully extended a 6 hours in-park experience into 4 weeks long out-of-park celebration campaign through the online content marketing strategy. Also the park achieved the highest record attendance! • Local attendance: double digit growth • 32 viral videos generated 5.2M viral videos views with 4M earned views • 1.7M Facebook users reached (40% of HK users)

Hong Kong Disneyland’s family friendly image by nature contradicts with the haunting period of Halloween. We took this as an opportunity accompanied by young adult’s love of challenging and breaking rules – we created the big idea of “Scream No More” Challenge where we simply dare them not to scream.