<< Back to Winners

A. Arts, Entertainment & Media Campaign of the Year


Winner
Campaign Title

Hong Kong Goes Gaga
Client

Madame Tussauds Hong Kong
Agency

Ogilvy Public Relations Worldwide, Hong Kong

Madame Tussauds Hong Kong unveiled Lady Gaga’s wax figure in December 2010 in a bid to grow visitor numbers during the festive season. The timing of the launch set Madame Tussauds in direct competition with Hong Kong Disneyland and Ocean Park, which had launched their own multimillion dollar Christmas promotions, as well as shopping malls that were kicking off Christmas events to draw local and international consumers. Madame Tussauds’ traditional broad target is in the 15- to 35-year-old demographic. The agency devised a strategy to target ‘fashionistas’ and music lovers, understanding that they play a crucial trend-setting role. It crafted an interactive online and offline engagement programme that drew early adopters into pre-launch activities, including the ‘Rock Gaga Style’ fashion design competition and generated local interest through a partnership with a local music radio station and famous DJ Pitar Leung for games and ticket giveaways to 20 winners. A media teaser announced the launch of the fashion design competition, calling for entries. The agency utilised Madame Tussauds Hong Kong’s Facebook page to share Lady Gaga fun facts and quote of the day, and invite fans to share their comments. The winning fashion designs were modelled at the launch event by Hong Kong pop singer Vincy Chan. On a shoestring budget, Madame Tussauds’s PR campaign helped increase visitor traffic to the attraction during the peak tourist season, generating impressive ROI and proving the power of public relations to generate bottom-line growth in the highly competitive world of tourism. The buzz continued with follow up event videos shared across websites, YouTube and Facebook. Visitor numbers to the attraction were up higher than the 17.6 per cent growth in tourist arrivals to Hong Kong in 2010 (according to HKTB) and above competitor attractions. The growth in visitor numbers was supported by strong media coverage and early adopter participation, which increased brand visibility.

Honourable Mention
Campaign Title

Bringing Bond Back
Client

STAR India Pvt. Ltd
Agency

Hanmer MSL

Star Movies, a leading English film channel in India, was facing increased competition. It set out to present a communications campaign to promote a James Bond film festival and create a clear leadership position in the English movie category in India. The objective was to position ‘Forever Bond’ as the channel’s creative property among the media and raise awareness of the programming content. The target audience was the urban youth in leading metros. The strategy was to draw on the aspirational nature of the Bond character (the gadgets, cars, women) and use it to engage the target consumers. Talking about Bond was not enough; it wanted consumers and media to experience and live Bond. Using bold tactics, the agency recommended that Star – for the first time – participate in unique on-ground experiences at five key Hard Rock Cafés, and create an exclusive James Bond experience for one month. It used integrated marketing and an contests to drive participation and deliver ROI.