Universal Beijing Resort
Client: Universal Beijing Resort
2021
🎯 Challenge
Universal Parks and Resorts were launching their latest resort in Beijing in 2021. But the brand had no awareness amongst Chinese consumers, apart for a small portion who had visited other parks abroad. Moreover, the brand was entering into a competitive category where local and foreign competition is strong.
💡 Insight
Our audience didn’t have a relationship with Universal, but they loved its franchises. Love for IPs such as Harry Potter, Transformers, and Jurassic World gave us emotional firepower. We also realized that no other theme park experience could offer Universal’s unique cinematic heritage and immersive story-telling experiences.
🚀 Solution
Dramatize the fundamental value proposition. Show how Universal Beijing Resort is the only place where you can immerse yourself in a world of your favorite Hollywood blockbusters.
The Work
We developed a brand idea called ‘Where the Movies Come to Life’ that captured the essence of Universal Beijing Resort’s offering. In the film, we show how life in Beijing breaks away to reveal the stunning resort, bringing to life our favorite characters and franchises.