Interactive Campaign – Case Study | Sun World Park

Overview:

During the recent summer, Sun World – a leading entertainment brand in Vietnam under Sun Group – collaborated with Masthead to launch the nationwide campaign “Beat the Heat Effectively – Enjoy a Super Cool Summer!”. The campaign aimed to promote a chain of 5 parks: Sun World Fansipan Legend, Sun World Ha Long Complex, Sun World Ba Na Hills, Sun World Hon Thom Nature Park, and Asia Park as ideal destinations for an exciting, memorable, and joyful summer vacation.

Objectives:

• Attract the attention of the general public, especially the youth and families, to Sun World parks during the summer.
• Increase brand awareness and strength of Sun World.
• Boost revenue growth and market share in the entertainment industry.

Strategy:

Masthead and Sun World collaborated to develop a comprehensive and well-planned communication campaign with the common idea and message “Beat the Heat Effectively – Enjoy a Super Cool Summer!”. The main activities included:

• Designing diverse content tailored to the unique features and strengths of each park to attract different target audiences.
• Collaborating with Key Opinion Leaders (KOLs) to share real experiences and spread the message to the community.
• Organizing exciting events and activities at each park throughout the summer to bring joy and increase customer engagement.
• Implementing a synchronized multi-channel communication plan, from TVC, videos on digital platforms, social media content to promotional programs.

Implementation:

Promotional Videos:

• 01 inspiring TVC introducing the overall campaign and the message “Beat the Heat Effectively – Enjoy a Super Cool Summer!”.
• 05 separate videos presenting the USPs of each park: Sun World Fansipan Legend (“city in the clouds”), Sun World Ha Long Complex (youth paradise), Sun World Ba Na Hills (perfect family getaway), Sun World Hon Thom Nature Park (wonderful nature experience amidst the pearl island), and Asia Park (discovering miniature Asian culture and festivals).

KOLs Campaign:

• A series of captivating videos capturing the exciting real-life experiences of KOLs such as Ngo Hai Nam, Quang Dai, and others at Sun World parks.

Events at the parks:

• A series of vibrant activities organized continuously throughout the summer, such as music festivals, street carnivals, art performances, etc., attracting a large number of visitors.

Other communication channels:

• Rich communication content posted on social media, websites, forums, etc.
• Attractive promotions lasting the entire summer.
• Advertising on online platforms.

Results:

• The campaign videos attracted a total of over 20 million views, hundreds of thousands of shares and comments on digital platforms, with the main TVC alone achieving 2.5 million views and 5,000 shares.
• KOL-generated content brought in an average of 800,000 views and 15,000 shares per video.
• Impressive revenue growth of 40% compared to the same period last year.
• Sun World’s brand awareness increased by 15%, and market share grew by an additional 4%.

The resounding success of the “Beat the Heat Effectively – Enjoy a Super Cool Summer!” campaign came from the harmonious combination of a creative idea, compelling content, and a well-planned implementation strategy. Sun World and Masthead collaborated effectively in conveying the message, bringing a fresh breeze that captured public attention and inspired many during the summer.

The campaign’s strong viral impact stemmed not only from impressive numbers in views and engagement but also from driving a remarkable boost in revenue, strengthening brand recognition, and solidifying Sun World’s market position. This case study serves as a prime example of successfully developing and executing an outstanding integrated communication campaign.