IAB HK Digital Awards 2024: Best Branding Campaign - BRONZE (Ocean Park Halloween Fest 2024 Campaign)
Campaign: Ocean Park Halloween Fest 2024 Campaign
Brand: Ocean Park Hong Kong
Agency: The Bread Digital
Challenges & Objectives
Ocean Park faces the dual challenge of differentiating itself from growing local/regional Halloween attractions while expanding its audience beyond teens and young adults. The campaign aims to position Ocean Park's Halloween experiences as inclusive, all-ages entertainment through integrated media channels, targeting both local families and international tourists.
Insight and Strategy
Cultural Storytelling Differentiation
- Unique Halloween Theme: Transformed Ocean Park into a cultural experience using Hong Kong's urban legends
- Kowloon Walled City Focus: Leveraged the iconic location's mystery and nostalgia for emotional connection
- Brand Positioning: Established Ocean Park as a curator of Hong Kong heritage beyond just an amusement park
Audience-Centric Adaptation
- Young Adult Appeal: Retold classic ghost stories from a daughter's perspective for younger relatability
- Family-Friendly Approach: Balanced scares with cultural education for broader audience inclusion
- Tourist Engagement: Capitalized on international interest in authentic Hong Kong history and legends
Immersive Experience Design
- 360° Participation: Evolved beyond passive storytelling to interactive guest involvement
- Signature Halloween Strength: Maintained Ocean Park's reputation for complete environmental immersion
- Multi-Activation Strategy: Combined haunted attractions with cultural education elements
Market Gap Exploitation
- "Ghost Stories" Differentiation: Stood out in market by focusing on local legends vs generic horror
- Cultural Trend Utilization: Tapped into government's "Telling GOOD stories of Hong Kong" initiative with unique twist
- Historical Authenticity: Leveraged genuine public fascination with Kowloon Walled City lore
Execution
1. Immersive Park Experiences
- Six Kowloon-themed haunted houses
- Ten live theatrical performances
- Historically accurate set designs
- Custom props and costumes
2. Storytelling Elements
- Emotional mother-daughter narrative video
- Specially composed 80s-style soundtrack
- Interactive themed installations
- Dark urban legend recreations
3. Marketing Activation
- Strategic influencer partnerships
- Mobile-optimized booking platform
- Targeted social media campaigns
Creativity
1. Extended Park Experience
- Vintage photo booths transforming guest photos into era-themed keepsakes
- Pop-up installations across malls with nostalgic Hong Kong settings
- Themed food/drinks tied to the ghost story narrative
2. Modernized Storytelling
- Classic urban legend retold through a daughter's emotional perspective
- Original 80s-inspired soundtrack enhancing the retro atmosphere
- Cinematic promotional video expanding the story's reach
3. Immersive Design Elements
- Meticulously recreated Kowloon Walled City environments
- Six distinct haunted attractions with custom props
- 300+ performers in period-accurate costumes
4. Interactive Engagement
- Live performances blending horror and local culture
- Roving characters for spontaneous guest interactions
- Social media-friendly photo opportunities throughout
Results
- 39% revenue growth from Halloween ticket sales
- 32% more visitors vs previous year
- 236M media value with 1,300+ KOL posts
- 6.1M video views on owned social channels
Ads
