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.

Online engagement went far beyond expectations. In 5 days before the revelation, the campaign was discussed in 44 forums! In just one week after the revelation, COD’s site visits jumped by +15%. The campaign was also well regarded by local press with specific mentions of COD’s birthday teasers, the parade and birthday cakes, remarkable considering we only spent USD250k for the whole campaign.