Dentsu X - Ocean Park - Water World Grand Launch
Company Name: Dentsu X
Project Name: Ocean Park - Water World Grand Launch
Project Summary
In order to bring new excitement to Hong Kong audience, both Dentsu X and Ocean Park work with different scenarios of videos to blast out in the teaser & launch stage.
Teaser Stage: To create audience curiosity, we come up with 3 different approaches related to "water" and "daily routine" which enhance campaign relevancy with audiences
Launch Stage: Water World partnered with one of the most popular boy bands - ERROR 193 & Fat Boy to produce grand launch video and show energetic & fun element and their experience among attractions
In overall, there is 1.8M video view from digital media and 435 GRPs from Home TV. Obviously, overall ticket sales growth at 37% driven from the video exposure and arouse audience interest for Water World
Background
Under the COVID-19, the unemployment rate is the highest in 16 years at 7% and GDP dropped 6.1% in 2020 the highest on record. Recovery remains at a slow pace. 60% of people living in Hong Kong suffer from high levels of stress. With all this, the built-up stress from not being able to find breathing space within restricted borders becomes the fundamental problem. All in all, it’s a city that needs an escape more than ever.
Today’s HKers value peer groups sharing the same value, spending time on the things they like and they like to surround by a diverse range of cultures and ideas.
This became the backbone of the idea “everyone splash on.” Water World was ideal for every type of visitor, from teens to young adults, from couples to families. There is one Water World, every person will have a different interpretation and experience.
To make things more exciting, Water World partnered with one of the most popular boy bands - ERROR 193 and Fat Boy, riding on their light-hearted, playful image and popular among all ages, to further elevate the communications and image.
Objective
To bring out excitement and anticipation among the audience that Asia’s first and only year-round, all-weather seaside water park hidden in a natural wonderland.
There is 133%+ video view growth in teaser phase and 217%+ in launch stage
Execution
Fully utilize the attraction scene and put those in the video which bring out the excitement. More, both 193 & Fat Boy funny acting to jet up the overall video content attractiveness.
Result
Teaser Phase:
Planned Video View: 933K
Actual Video View: 1.3M
Launch Phase:
Planned Video View: 303K
Actual Video View: 659K
Planned GRPs: 375
Actual GRPs: 435
Overall video appearance, brand appearance is fully delivered to audience and also gain ticket sales at the end
