Page 67 - MA2025-Souvenir-Programme

Bronze Award

“The Panda-Monium”
Ocean Park Corporation

The “Panda-Monium” campaign successfully reconnected Ocean Park with both local residents and international visitors through
the remarkable birth of the first-ever twin panda cubs in Hong Kong. The campaign aimed to transform the panda cubs into
cultural icons to deepen emotional bonds with locals, with the ultimate objective of generating sustainable visitation and revenue.
The campaign invited Hong Kong locals to become “pawrents” and engage in a unique parenting experience. A comprehensive
parenting playbook was developed, featuring a series of events that adopted local cultural elements to celebrate key milestones
in the cubs’ growth, such as the full moon celebration. Digital engagement played a crucial role, with the cubs maintaining active
social media profiles. Livestream updates allowed “pawrents” to establish a close connection with the cubs, enhancing the
emotional investment of the audience. A dedicated Panda Twins Fan Club was created, fostering a vibrant community for panda
enthusiasts to share their passion. These efforts significantly contributed to driving online-to-offline traffic to Ocean Park.

To extend the campaign’s reach, city-wide exposure was enhanced through the creation of Instagram-inspired merchandise,
responding directly to netizens’ comments and interests. Additionally, new panda intellectual property was developed to facilitate
collaborations with various brands, expanding the campaign’s footprint across Hong Kong.

In conclusion, the “Panda-Monium” campaign not only celebrated the extraordinary arrival of the twin cubs but also successfully
strengthened the bond between Ocean Park and its visitors, paving the way for lasting engagement and support.

Comments from the Judges:
It was commended as a strategically orchestrated and emotionally resonant campaign that redefined how a heritage attraction
can stay relevant in a new era. Using the birth of Hong Kong’s first twin panda cubs as the catalyst, Ocean Park transformed a single
event into a citywide narrative of conservation, family values, and cultural pride — reaffirming its position as a home-grown brand
that truly belongs to the people of Hong Kong.

The campaign impressed the judges with its integrated marketing excellence and meticulous execution. By uniting education,
entertainment, and engagement, Ocean Park built an ecosystem that spanned digital storytelling, live events, influencer advocacy,
and cross-brand partnerships. Its clever fusion of data-driven engagement and culturally rooted experiences deepened emotional
connection while expanding commercial opportunities through merchandise and licensing.

The campaign delivered exceptional results — boosting attendance, doubling merchandise sales, and achieving record social
engagement — exemplifying how strategic creativity and cultural authenticity can revive legacy brands with renewed energy and
relevance.

Parties to be Recognized for Contributing to the Success of the Programme:
1. dentsu X
2. Eternity X
3. Havas Worldwide Hong Kong Limited
4. Krew Digital
5. The Bread Digital

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HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2025