MUSE Platinum

2025

2024 Hong Kong Halloween

Entrant Company

Ogilvy

Category

Outdoor Advertising - Experiential / Special Events / Stunts

Client's Name

Hong Kong Tourism Baord

Country / Region

Hong Kong SAR

Background & Challenge: While Hong Kong remains a popular travel destination, it faces the challenge of being perceived as lacking innovation and excitement, particularly as people today increasingly seek novelty. Many of its iconic landmarks, like ice cream truck, Space Museum, and ‘Ding Ding’ tram, though continue to hold iconic status, have somehow integrated into daily life while their original charm and novelty are being overlooked. 
The Hong Kong Tourism Board, responsible for promoting Hong Kong as a desirable destination with a unique cultural blend, recognized the need of travel refreshment to reimagine traditional experiences. Our goal was to leverage the widespread celebration of Halloween to rejuvenate these classic experiences to create a uniquely HK Halloween experience unlike any other, ultimately driving consideration for future travel.
 
Idea & execution: Introducing ‘Halloweenized Hong Kong’ - a citywide festive makeover that brings the city’s iconic landmarks back to the spotlight through spooky spin. Instead of simply importing the holiday, we introduced a creative fusion of local and international cultures, transforming the whole city into a vibrant celebration hub.
Our campaign transcended traditional OOH advertising by creating a citywide Halloween makeover, tailoring unique designs for iconic landmarks. We strategically selected the city’s most representative landmarks and brought spooky spin for each, reigniting the public’s curiosity and drawing them back to the spotlight. MTR stations became portal to a spooky world, a ghostly tram spread Halloween cheer, and even the ice cream truck put on a pumpkin costume. The first-ever 3D projection mapping on Hong Kong Space Museum took the party to spectacular new heights, with its façade transformed into a mischievous ghost.
 
Impact: The success of the ‘Halloweenized Hong Kong’ was evident in the large, enthusiastic crowds and verbatim it attracted. The campaign reached over 23 million people (+64% vs. 2023) and generating 70,000 engagements (+55%). KOL collaborations added 3.3 million reach and 435,000 engagements. We also ignited the passion of visiting HK, with October 2024 seeing 4,090,054 visitors (+19% vs. 2023). The campaign has received positive media coverage, generating 240 clippings worth HK$8,244,551, highlighting Hong Kong's landmarks.

Credits

General Manager, Marketing / Hong Kong Tourism Board
Samantha Fan
Director, Marketing / Hong Kong Tourism Board
Anne Leung
Senior Manager, Marketing / Hong Kong Tourism Board
Eva Cheung
Manager, Marketing / Hong Kong Tourism Board
Moon Chiu
Manager, Marketing / Hong Kong Tourism Board
Venus Law
Assistant Manager, Marketing / Hong Kong Tourism Board
Carol Cheng
Senior Executive, Marketing / Hong Kong Tourism Board
Yuki Tsang
Chief Creative Officer / Ogilvy Hong Kong
Marco Cremona
Group Creative Director / Ogilvy Hong Kong
Kevin Cheung
Associate Creative Director / Ogilvy Hong Kong
Yammi Yeung
Associate Creative Director / Ogilvy Hong Kong
Jason Joseph
Senior Copywriter / Ogilvy Hong Kong
Kerwin Choy
Senior Art Director / Ogilvy Hong Kong
Nicholas Wong
Senior Art Director / Ogilvy Hong Kong
Wayne Tang
Chief Strategy Officer / Ogilvy Hong Kong
Connie Ho
Senior Strategist / Ogilvy Hong Kong
Irene Wu
Managing Partner / Ogilvy Hong Kong
Sherman Yeung
Senior Program Director / Ogilvy Hong Kong
Connie Ho
Associate Account Director / Ogilvy Hong Kong
Rachel Tsui
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