CELEBRATE THE MAGIC OF CHRISTMAS

TitleCELEBRATE THE MAGIC OF CHRISTMAS
BrandHONG KONG DISNEYLAND RESORT
Product / ServiceTHEME PARK
CategoryB01. Use of TV & Other Screens
EntrantMINDSHARE Hong Kong, HONG KONG
Idea Creation MINDSHARE Hong Kong, HONG KONG
Media Placement MINDSHARE Hong Kong, HONG KONG

Credits

Name Company Position
Jenkin Ho Hong Kong Disneyland Resort Director, Marketing

The Campaign

As per client research, TV plays an important role in influencing families’ decision making regarding entertainment activities, with a 4x times higher ROI than other media for driving attendance. However, TV is well-known to be one of parents’ biggest “enemies”, especially because our campaign falls into kids’ examination period, which makes it difficult to reach groups like: - Tiger Moms who prefer their kids spend time on revision rather than watch TV - Working Parents who are busy day & night and do not have much time to enjoy TV at home That’s why TV viewership has been declining with 13.4% drop in prime time ratings versus same period last year. They watch less TV with 12% and 9% drop in TV time spent for Tiger Moms and Working Parents respectively (Source: Neilsen & GlobalWebIndex). All this implied high wastage as traditional TV spot-buys cannot include all these relevant segments.

Creative Execution

Innovative segmentation for sharper targeting and optimizing investment Firstly, we applied program consumption data to identify different devices and different time of consumption, so we could reach different family segments, regardless of how and where they consume TV (e.g. platform, time and device). This allowed us to reach family groups consuming TV on-the-go (e.g. Working Parents), or educational VOD programs (e.g. Tiger Moms). Secondly, we analyzed channel subscription data, to define families with either higher or lower interests towards Disney. For families subscribing to Disney Channel, we served our ad at a lower frequency versus non-Disney fans to maximize delivery efficiency. Curating relevant contents from myTV program library myTV Super flagged different scenes in both live broadcast & VOD library. We overlaid messages that fitted the content, to create relevant calls-to-action which resonated with main-screen content: - Love drama scene: Romantic Christmas message; - Dining scene: Food indulgence message.

The results of the Hong Kong Disneyland Data Intelligent Engine were excellent. We enjoyed the benefits of using data to reach the right target audiences for awareness with the most relevant messages through this market-first and innovative media partnership. • Awareness: More than 3 million impressions were delivered to the right target audiences resulting in an uplift of 35% on click rate. • Better ROI: The sharper targeting helped in a 80% cost saving versus a traditional TV campaign. • Industry recognition: This campaign has bagged the Silver award from Marketing Magazine's Markies Awards 2018 for the category of Best Use of Programmatic, recognizing its effective programmatic strategies and execution.

With the media landscape fast-changing as it is, the consumer nowadays is more fragmented than before. Traditional linear TV is no longer enough to capture the family target segments for our Christmas Campaigns. That’s why we partnered with the biggest TV & over-the-top platform, TVB’s myTV Super, to be the market-first advertiser to re-invent traditional TV spot-buy. For this we innovatively applied a brand new buying model to reach different family segments regardless of whether they consume regular TV, watch TV on-the-go or use video-on-demand. We combined this with dynamic messages linking different TV content to gain a better ROI.

Insights, Strategy and the Idea

We needed to be a game changer and transform our target media consumption. We borrowed the idea from digital programmatic buying, and innovatively applied a brand new buying model to traditional TV, through partnership with the biggest TV & OTT platform in HK, TVB’s myTV Super. Based on this idea we created the first-ever Hong Kong Disneyland-owned Data Intelligent Engine, to trace the footprint of each audience on the biggest TV platform. This was done by using their data on channel subscription and program consumption frequency to reach all family groups - even if they consume less TV, and serve our ad with the most effective ad frequency and maximize ROI. On the other side of the Engine, we curated all TVB’s available content and linked different scenes to our various products (e.g. hotel, food & beverage, entertainment). We then overlaid with a relevant message to suit each specific scene.