Impact was critical - simply following the conventions of the category through scale or 2D efforts was no guarantee.Breakthrough thinking saw a first in China's media landscape, a 3-D experience created within the confines of a traditional 2-D environment.By implanting a sound chip into Hong Kong Disneyland's advertising piece, the communication was elevated right off the pages - and an unavoidable message to the core audience.

90% of Entertainment Weekly* magazine readers surveyed thought that the ads were so cool and aroused their interest to experience Halloween in Hong Kong Disneyland. * Source: Entertainment Weekly Reader Survey.Client Feedback: "We are very pleased with the creative and unconventional media format proposed for this Halloween campaign in China. We continuously heard positive consumer feedback in showing their interested in visiting our park during the event period."