The amusement park adds CSR to its annual Christmas campaign to spread fun to underprivileged children.
Riding on a charity event launched early November, Hong Kong Disnelyand’s latest holiday push spreads festive tidings with a TVC that links to Happy Moments microsite, allowing people can give support and share their actions on Facebook.
For every 100 supports, the theme park will admit a child from The Neighbourhood Advice-Action Council, Children’s Heart Foundation, Children’s Cancer Foundation, Fu Hong Society and Hong Kong Blood Cancer Foundation.
But the online charity activation is a just area of its Christmas push. The park has released a “Happy Balloon” TVC, which sees a Mickey-shaped balloon explore the park under the snow. An out-of-home campaign includes Disney-themed ornamental globes on a Christmas tree outside Harbour City. Visitors can also unlock a Harbour City exclusive virtual balloon if they visit the microsite at the mall.
“We need a tangible creative device that can link up the entire park,” said Wendy Chu, director of marketing at Hong Kong Disneyland Resort.
“This device can easily bring out the change of scene throughout this transformational journey — Happy Balloon,” she said, adding the balloon’s adventure through the park also allows the short TVC to cover all its various themed sections such as Toy Story Land and Mystic Point.
“With the charity activation campaign online, we also want to enable more people to enjoy the little happy moments of the daily life, to share the happy moments with friends and people in need.”
Hong Kong Disneyland conducted the creative process in house; while media agency was Mindshare and Burson-Marsteller was in charge of its PR.