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Title: Star Rangers
Client: Mandarin Oriental, Macau
Marketing Challenge and Objectives:
To generate awareness and create a desire to the target families to book the hotel's summer package and capture user data for future promotion.
Middle to upper class families with kids (mainly Chinese families). The kids may be aged at 2-15 years old, parents at late twenty to early forties. They are willing to pay a premium for their kids' own good. Parents are relatively outgoing, enjoy dine and wine.
With the theme of "Star Rangers Adventure", the creative was designed to excite both adults and kids, in a high-tech and real style. Right from the envelope, the direct mail had a magical appeal. There is an Cadet card inside for the kids to explore some aliens in the leaflet and get a secret code, i.e. mini-site address, to further explore more messages from mini-site. There are also on-line banner ads, text links and press ad to drive the targets to the mini-site.
In the mini-site, they can sky walk around the space or navigate through the control panel to explore different information from different planets, including, package info., kid's activities details, wallpaper download zone, refer-to-friend and photo gallery with share-to-friend function, both refer-to-friend and share-to-friend with highly viral component, creating "snowball of interest" effect.
Over 50% business target has been achieved right after programme launched in 3 weeks.