THE HOUSE OF DANCING WATER by FAERIES DESIGN MANAGEMENT PRODUCTION, Rsa Films for MELCO-CROWN ENTERTAINMENT

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THE HOUSE OF DANCING WATER

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Industry Culture, Leisure & Sport, Lottery & Gambling
Media Promo & PR, Case study
Market United States, Hong Kong SAR China
Agency FAERIES DESIGN MANAGEMENT PRODUCTION
Agency Rsa Films
Released June 2010

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: MELCO-CROWN ENTERTAINMENT
Product/Service: CASINO
Agency: FAERIES DESIGN MANAGEMENT PRODUCTION
Date of First Appearance: Jun 21 2010
Entrant Company: PHD HONG KONG, HONG KONG
Entry URL: http://www.cityofdreamsmacau.com/
Chief Executive Officer: Ray Wong (PHD)
General Manager: Cedric Lam (PHD)
Strategic Planning Director: Deric Wong (PHD)
Associate Planning Director: Fendi Tong (PHD)
Senior Buying Manager: Stephenie Lee (PHD)
Media placement: Digital - Various Site In China & HK, Hostin TVB, SCMP Ipad - 21 June 2010
Media placement: Out-Of-Home - Taxi, Admiralty Billboard, Tram Shelter, Bus Panels - 29 June 2010
Media placement: Newspaper - Apple Daily, Sing Tao Daily, Headline Daily, Am730, Macau Business - 26 July 2010
Media placement: Magazines - U Magazine, Ming Pao Weekly, Next Magazine - 29 July 2010
Media placement: Ambient - Destination Macau - 01 August 2010
Media placement: TV - TVB Jade, TVB Pearl, Cable TV - 09 August 2010
Media placement: Radio (Host Sharing On Show &Theme Song) - Metro Radio - 16 August 2010
Insights, Strategy & the Idea
The House of Dancing Waters (THODW) is the USD250 Million breathtaking water-based extravaganza created for City of Dreams (COD) Macau. The 2,000-seat theatre had an ambitious plan. It wanted to sell out 3 months tickets in advance and position itself as the ‘must see’ show in the region.
This was a challenging task given that majority of visitors come to Macau for gaming. We needed to change people’s mindsets so that they will come to Macau and pay for a unique entertainment in COD.
Our target audiences were Entertainment Seekers. They are the ‘norm breakers’ who are seeking for momentary escape and rewarding emotional experience. Entertainment keeps them sane.
To convert Entertainment Seekers into our prospects, we needed to raise their interest and amplify their desire-to-see our show through ‘advertainment’. Our campaign “Be Entertained” was created to excite our targets and gave them a teaser experience into THODW’s awe-inspiring journey.
Creative Execution
We started with a sneak preview of the amazing world of the Founders and architects. Behind-the-scenes footage, rehearsal trailers and architects’ interviews all set out to ‘wow’ our audiences and drove them to our website for more in-depth information, book tickets in advance and sign up for future promotions.
Facebook users were engaged in 7 viral programs which turned them into THODW’s fans.
Throughout the campaign, audiences could experience THODW’s attractions and find ticketing information in mass media. The partnership with travel agents prompted travellers to consider COD’s hotel package.
Shortly before THODW’s opening, we surprised people with Asian Superstar Ms. Sammi Cheng who revealed THODW’s theme tune that told the show’s story in music and music video.
Soon after the launch, 5-episodes of ‘The making of’ tailor made TV programs were broadcasted. Together they unveiled the mystery of the show and differentiated it from the others in the region.
Results and Effectiveness
THODW had a sell-out first weekend and welcomed its 100,000th spectator after just 36 show days.
Average show attendance since its opening is 94.3%. Extensive news coverage worth over USD11M.
Two weeks before the opening, THODW website had over 1.1M visits and over 7.4M page views.
In just 2 months, our 7 viral programs had over 40,000 entries, +18,000 messages shared on SNS and over 6,000 Facebook Likes.
Online conversion to sales was 1.9% (over 67,000 clicks-through to booking in just two months).
5 months after launch, searches in both English/Chinese generated over 160 Million listings in Yahoo HK! and Google.