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DDB Hong Kong Unleashes Dazzling Campaign for Studio City Macau Launch

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Casino on the Cotai Strip opens its doors following $70m ad starring DiCaprio, DeNiro and Scorcese

DDB Hong Kong Unleashes Dazzling Campaign for Studio City Macau Launch

As the latest addition to the famous Cotai Strip, Studio City Macau enters a tough and saturated market where casinos are challenged to differentiate themselves. Yet, parent company Melco Crown Entertainment is famed for bringing its customers the very best in innovative entertainment, and Studio City Macau is of no exception. 

The massive development aims to redefine the standard of entertainment in the Portuguese peninsula, by bringing in one of a kind, world-class entertainment utilities for its customers.

Partnering with DDB Group Hong Kong, the creative idea was set out differently from other usual casinos’ advertising format, which relies purely on celebrity endorsement. The campaign, titled ‘THIS is Entertainment’, was set forth to challenge the status quo, boldly through the execution of an action-packed, cinematic trailer, which serves to give audiences a glimpse of the best Studio City Macau has to offer.

Other creative items surrounding the grand launch are as epic as the hub’s giant entertainment positioning, including an extensive outdoor takeover of the Tsim Sha Tsui MTR station, tram bodies, and bus shelters in Hong Kong, ensuring audiences with the sense of being immersed in an aura of glamorous entertainment. Print ads will also run across Greater China.

Opening its doors on 27 October, the next generation leisure and entertainment hub features an over-the-top, movie-inspired, the world’s highest 8-shaped Golden Reel Ferris wheel, an action-packed 4D simulation ride “Batman Dark Flight”, The House of Magic, a 5,000-seat multi-purpose entertainment center, Warner Brother’s Fun Zone for family entertainment, 30 international restaurants, a 1,600-suites luxury hotel, and shopping center.

Jie Sun, Vice President, Marketing, Melco Crown Entertainment, said, “Studio City provides a diverse entertainment offering in Macau. Our campaign with DDB Group Hong Kong really brings to life ‘THIS is entertainment’, positioning Studio City Macau as Asia’s entertainment capital.”

Clifford Ng, Executive Creative Director, DDB Group Hong Kong said, “We are proud of our creative partnership with Studio City Macau. Our creative direction touched on many aspects of Studio City Macau’s communications, from the trailer, TVC, print, and massive outdoor advertising, to establishing branding graphics, and even taking part in a property-wide collateral shoot, we showed we are more than just an advertising agency, but a true creative and branding partner.”

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Media Agency

Media Agency: Group M Hong Kong

Creative Agency

Account Executive: Flora Sham, Stephanie Lee

Creative Agency: DDB Group Hong Kong

Executive Creative Director: Clifford Ng

General Manager: Irene Tsui

Producer: Denise Wong

Senior Account Director: Winse Wong, Juliza Liu

Senior Art Director: Yvonne Yip

Senior Copywriter: Pris Luk

Associate Creative Director: Wallace Wan


Head of TV / Production: Annie Tong

Digital Agency

Digital Agency: Ogilvy One Hong Kong

Genres: Visual VFX

Categories: Gambling, Sports and Leisure

DDB Asia, Wed, 04 Nov 2015 11:03:37 GMT