Macau's Studio City Water Park brings summer water experience to HK

Macau's Studio City Water Park (新濠影滙水上樂園) has partnered with local creative agency The Bread Digital to bring the summer water experience to Hong Kong in a series of online and offline experiences.

The two parties aimed to capture the thrill and adventure that the park offers while driving a strong call to action, beginning with the season’s tagline, "Come to Studio City Water Park this summer and experience the true meaning of excitement!” (夏天嚟新濠影滙水上樂園 玩過先知咩叫刺激!).

As one of the largest water parks in Macau, Studio City Water Park offers attractions such as thrilling slides and game facilities. This event has brought a variety of immersive and memorable activities to Hong Kong residents.

The campaign aimed to allow the audience an immersive experience of the park, even if they're miles away, to create lasting impressions of thrill and adventure. 

It kicked off with the launch of IG AR filters that superimposed each user’s face onto well-toned bodies in the park’s environment. Paired with the slogan "Transform in seconds! Heat up the entire city!(秒速變身！全城升溫！), the theme of instant gratification paired with hot summer fun was strategically targeted at the online behaviour of Gen Z audiences.

The filters, available in both male and female versions, let participants envision themselves having an enjoyable time at the park; the art direction is also deliberately humorous and shareable, contributing to the filters’ immediate viral appeal to the masses and attracting celebrities such as Vincy Chan, Dark Wong, and the new girl group VIVA jumping on board organically.

To amplify the campaign reach, a street activation was launched to proactively invite the target audience to experience what the park has to offer. Partnering with local KOLs such as Kaying (嘉盈) from FH Production HK and Macanese YouTuber Bacalhau (歡樂馬介休) , the event aimed to engage a wider audience.

The momentum continued with a seven-day mobile truck campaign, which visited many parts of Hong Kong to continuously engage the audience and encourage them to experience the IG filter, while promoting Studio City Water Park.

Participants who experienced the IG filters, shared an IG story, tagged a friend, and followed @StudioCityMacau could snag a cool towel as a memento of their virtual adventure.

"Engagement with the audience must be real, active, and deep in today's competitive landscape," said Sunny Yeung, group account director at The Bread Digital.

"Relying on passive communication may not help you reach your target audience nowadays. As the marketing world evolves, so must our strategies for audience engagement. The Bread Digital aims to create more deep and rich activation campaigns that not only reach our client's target audience but also actively engage them, building lasting impressions and driving them to take action," he added.

Law Chi Hang, creative partner at The Bread Digital, said: "We are overjoyed from seeing this idea come to fruition and really enjoyed seeing how people responded. Their reactions when they saw themselves through the lG filter - their laughter, surprise, and sense of wonder - strongly motivate and validate as creatives and empower us to build even more activation campaigns in the future."

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