Digital Media

The Shortlist
CAMPAIGN
Disney's Haunted Halloween 2013 - Scream No More Challenge
AGENCY
Hong Kong International Theme Parks
CLIENT
Hong Kong International Theme Parks
BRAND
Hong Kong Disneyland
DETAILS
CAMPAIGN SUMMARY

How do you break the rule of marketing new haunted houses during Halloween, which has seemed to be the success formula in the theme park industry for over a decade?
 
How can the happiest place on earth become relevant to consumers who are actively seeking scary experience during Halloween?
 
How do you break a best-of-the-best 6-year record performance?
 
Halloween 2013 for Hong Kong Disneyland (HKDL) made all the above possible with “Scream No More” Challenge that went hand-in-hand with the company’s big initiative of park expansion and permeated the whole of Hong Kong to recreate a new culture of Halloween celebration!
 
Media made a difference through a matrix of communication bombardment, the anchor strategy was an impactful viral effect through online-offline integration - partnering with popular culturally ingrained DJs, key opinion leaders (KOLs) and fashion retail brand to evangelise the practice of screaming control based on a booklet, before the real Challenge at HKDL.
 
A new pride of HKDL, this campaign achieved 7-year record highest attendance and exceeded our KPIs performance. This unconventional strategy also generated a total accumulated video views of an incredible 5.2M of which a strong 4M views were purely earned from viral effect. 
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