Client: Adventure Park Geelong
Service: Water-themed amusement rides
Target audience: Families wanting to have a fun day out in summer
SMP: Getting wet has never been more fun
Mandatories: Logo
Idea: The campaign communicates the key message “One ticket. Unlimited fun” to highlight Adventure Park Geelong’s value and excitement. It aligns with the brand archetype, Explorer, and a friendly and energetic tone that emphasises a sense of family connection. To prevail over the competitors, the campaign emphasises the profound value by highlighting the emotional return, including memory-making between
family members. The campaign also highlights some touchpoints, such as Adventure Park Geelong is Victoria’s first and only triple funnel to intrigue to target audience looking for fun, memories and excitement.
OOH Billboard
Digital Display: Story post
Radio Ad: 30s
Link: https://audio.com/chii-ha/audio/adventure-park-geelong
Concept: Highlighting the budget-friendly and profound value of participating in Adventure Park Geelong, the radio ad emphasises the ideal go-to spot for families during summer. Moreover, it promotes a direct trial by highlighting the enjoyment and memorability.
Pop Up Activation
#MakeASplashNow
The #MakeASplashNow activation campaign will be located in Melbourne’s iconic Federation Square, the busiest pedestrian hub in Melbourne. This ideal location can target families and school holiday planners. Adventure Park Geelong will display the Giant Inflatable Waterslide Billboard with a highlight of 3D technology that visually attracts passersby. With the effect of flowing water and water splashing from the 3D billboard, along with the sound of splashing water and the funny laughter of children, it will immediately attract everyone's attention and curiosity. More specifically, on the billboard in the corner of the screen, there will be a QR code so that passersby can use their phones to scan and interact directly with the screen in real time, such as triggering waves or changing the theme scene, creating waves and hearing all the vivid sound effects. After trying out the effects and interacting directly with the billboard by scanning the QR code on the phone, players will receive a $10 discount voucher and then a web link to the Adventure Park Geelong ticket sales website. On the billboard screen, a moving headline with the effect "#MakeASplashNow" along with the Adventure Park Geelong logo and tagline “One ticket. Unlimited fun.” will be displayed. This activation campaign will engage and target emotions of curiosity and excitement. Real-motion experiences and live interactions will evoke feelings of excitement. Families will envision themselves at the water park, playing and enjoying the waterslides and other rides together through animated family images on the billboard. Moreover, by offering a voucher reward after playing, it provides an experience that is like a win-win. Thanks to the vivid real-life experience through live animation and sound, this activation campaign will be buzz-worthy and shareable. Everyone will invite each other to come and play to receive vouchers and experience the waterslide vividly. Other platforms like TikTok can be used to record the experience and post it, creating more engagement. It also reinforces and encourages direct participation in Adventure Park Geelong with vouchers.
