LIVE THE DREAM by DDB Hong Kong, Fleishman Hillard for CITY OF DREAMS

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Industry Lottery & Gambling
Media Promo & PR, Case study
Market Hong Kong SAR China
Agency DDB Hong Kong
Creative Director Paul Chan, O' Poon
Art Director Fei Leung
Strategic Planner Kam Fatt Chen
Agency Fleishman Hillard
Released May 2009

Credits & Description

Category: Best Use of Integrated Media
Advertiser: CITY OF DREAMS
Product/Service: CASINO RESORT
Date of First Appearance: May 1 2009 12:00AM
Entry URL:
Managing Director: Ray Wong (PHD Hong Kong)
General Manager: Cedric Lam (PHD Hong Kong)
Strategic Planning Director: Deric Wong (PHD Hong Kong)
Associate Director: Fendi Tong (PHD Hong Kong)
Group Head: Nick Hui (PHD Hong Kong)
Group Head: Kitty Ng (PHD Hong Kong)
Senior Buying Manager: Stephenie Lee (PHD Hong Kong)
Creative Director: O Poon (DDB Hong Kong)
Creative Director: Paul Chan (DDB Hong Kong)
Writer: Jay Lee (DDB Hong Kong)
Art Director: Fei Leung (DDB Hong Kong)
Business Director: Lisa Ip (DDB Hong Kong)
Account Manager: Caitlin Cheung (DDB Hong Kong)
Account Executive: Cafy Choi (DDB Hong Kong)
Strategic Planner: Kam Fatt Chen (DDB Hong Kong)
Agency Producer: Annie Tong (DDB Hong Kong)
Media placement: TV Campaign - Multi Markets - HK TVB, China's Satellite & Terrestial TV, Macau's TDM. - 04/05/2009
Media placement: Newspaper - Multi Markets - HK; China (Guangzhou, Shenzen & Provincial); Macau ; IHT - 01/05/2009
Media placement: Magazine - Multi Markets - HK; China (Shanghai, Beijing & Guangdong), In-Flight; In-Ferry; Regional - 01/06/2009
Media placement: Outdoor - Multi Markets - HK, Macau And Southern China. - 01/05/2009
Media placement: Online - Search, Content Generation, Displays, Textlinks - HK, China, Taiwan, Macau, Japan & Malaysia - 01/03/2009
Media placement: Others - Maps - Macau Tourist Maps / Guides - 01/06/2009
Media placement: Mobile - Location Sms - Macau - 01/06/2009

Results and Effectiveness
• Over US$6m media coverage. • 600 media and over 36,000 visitors on the opening night. • COD keywords (Chinese and English) searches generated over 40m listings, 1m images and 500 videos. • In 2 months, 523m impressions with 1.8m clicks. • 34 countries joined the online promotion, over 7,000 dreams registered and over 234,000 votes. • Over 1,000 new membership and 4100 e-newsletter sign-ups. • 83% awareness in HK and China four weeks after opening. • 74% visit intention as a result of the campaign. • 1 million visitors in 27 days. Thereafter, 37,000 visitors a day.

Creative Execution
We fed the public the ‘only’ good news from Macau with COD’s Dream Job 7,000+ recruitment and raised brand awareness across Asia. Through Dream Builders communications and COD production videos/photos in online social networks, people were engaged with behind-the-scene stories and witnessed how COD was started from scratch and turned into a reality, gradually built anticipation for its opening. TV, print and out-of-home media dominated key targeted cities directed people to to learn about COD. Immediately invited to join COD’s Live The Dream online promotion, we encouraged them to spread COD with their personal networks. Personal data was collected (crucial to overcome advertising restrictions) and COD’s propositions and gaming elements conveyed. Upon COD’s opening, Macau visitors were strategically captured by vicinity media along their journey. The 3-day Grand Opening activities drove significant global media coverage and generated additional online content urged worldwide travellers to come and experience The Dream.

Insights, Strategy & the Idea

Newest casino, City of Dreams (COD) was launching in Macau amid the global economic downturn, strong domestic competition and the legal challenges on marketing a gaming business. Our goal was to drive visits to COD upon its opening, through raising brand awareness, educating and persuading leisure and entertainment travellers from across Asia. We tapped into a universal desire ‘Aspirational Release’ for travellers visiting integrated casino resorts in Macau and created ‘Live The Dream - you can be whoever you want’ campaign. The brand positioning reflected COD’s diversified and multilayered experiences that provide leisure travellers a genuine opportunity to live a dream persona and experience a holiday alike those enjoyed by the Pop Star, Celebrity, Royalty or Model. The positioning also added a new dimension to COD’s PR campaigns that connected with a wider stakeholder who aspired to living their dream roles, from a Dream Job to a Dream Builder.