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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.

Target Audience:
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.

Strategy:
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.

Campaign Results:
Over 50% business target has been achieved right after programme launched in 3 weeks.


Categories:

Standard Banner

Beyond the Banner

Brand / Promotional Website

Integrated Campaign

 

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