Christmas is the prime season for Hong Kong Disneyland to capture the biggest business potential from our core audience: families with kids.

Hundreds of thousands visit the theme park to enjoy the Christmas festivities, creating significant business opportunity for our resort.

It was critical to reach out to target audience and be top of mind during this period, requiring driving awareness and being relevant at the same time.

TV was the obvious choice and the tested medium for building awareness.

With 90%+ potential coverage, TV still works well for families who enjoy live TV a lot, such as extended families with elderlies at home. However, TV viewership has been declining in the recent past.

Also with TV being a mass medium, wastage is usually quite high.

We were in a unique situation where large screen presence was critical to convey the message better but we weren’t able to afford TV.

Innovative segmentation for sharper targeting and optimizing investment

Firstly, we applied program consumption data to identify different devices and different time of consumption, so we could reach different family segments, regardless of how and where they consume TV (e.g. platform, time and device). This allowed us to reach family groups consuming TV on-the-go (e.g. Working Parents), or educational VOD programs (e.g. Tiger Moms).

Secondly, we analyzed channel subscription data, to define families with either higher or lower interests towards Disney. For families subscribing to Disney Channel, we served our ad at a lower frequency versus non-Disney fans to maximize delivery efficiency.

Curating relevant contents from myTV program library

myTV Super flagged different scenes in both live broadcast & VOD library. We overlaid messages that fitted the content, to create relevant calls-to-action which resonated with main-screen content:

- Love drama scene: Romantic Christmas message;

- Dining scene: Food indulgence message.