IAB HK Digital Awards 2024: Best Use of Content Innovation - SILVER (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
Innovation
1. Cultural Storytelling First
- First to adapt "Telling GHOST STORIES" during Hong Kong's positive narrative trend
- Revitalized "Ghost Mother's Hand" legend through daughter's perspective
- Original 80s-style soundtrack enhancing nostalgic atmosphere
2. Immersive Experience Design
- Historically accurate Kowloon Walled City recreations
- Six haunted houses with detailed storylines
- 300+ performers in period costumes
3. Multi-Platform Engagement
- Thematic F&B with Halloween twists
- Viral Threads campaign (464K views)
- Pop-up events with interactive photo booths
4. Industry Firsts
- First park to combine urban legends with multi-sensory dining
- First to create character-driven social media teasers
- First nostalgic newspaper-style photo experience
Results
- Attendance & Revenue: 95% peak occupancy, 39% revenue growth, and 32% visitor increase
- Media Impact: HK$55.6M media value with 1,000+ KOL posts and consistently positive coverage
- Engagement Metrics: 129M+ social media impressions and viral social media engagement with 6.12M video views on owned social media
- Cost Efficiencies: Reduced costs while maximizing marketing ROI through strategic optimizations
