Write a short summary of what happens in the ambient or digital execution or campaign.

Cantonese Opera is a long-established traditional form of entertainment, especially appealing to adult milk powder category users. But never have any advertiser utilized this format to create an immersive experience for consumers. To activate this brand new opportunity, the first Live Cantonese Opera Commercial is created. The 7-minute long original story could deliver the brand’s spirit, demonstrate the benefits through the intensive actions while still be very entertaining and engaging towards audiences. It is played as a “Pre-roll ad” towards the actual show that audiences have paid for, and was played through all shows during the campaign period. To close conversion, experiential booths were set up after the show for consumers to understand more about the product, take a sample and purchase with an exclusive offer.

Cultural/Context information for the jury

Cantonese Opera is a major form of entertainment in Hong Kong. It is a traditional Chinese art form, involving music, singing, martial arts, acrobatics and acting. It began to raise popularity in Hong Kong in 1950s, and since then has been an important entertainment for audiences who were now at their late age. A typical Cantonese Opera show has a duration of approximately 120 minutes, like a movie. Longer shows may have intermissions, but does not have any ad placements in the past.