The Star's "Good Fortune" campaign leverages the cultural significance of Lunar New Year to position the brand as an engaging and welcoming destination within the hospitality and tourism sector. By inviting passersby to interact with JCDecaux digital screens, the campaign offers personalized experiences tied to each individual’s zodiac sign, reinforcing a connection between cultural celebration and user participation. This approach conveys a promise of luck, excitement, and reward, aligning the brand with positive, culturally resonant themes that appeal to both local and visiting audiences during a festive season.
Strategically, the campaign targets travelers and leisure seekers in Sydney by tapping into the timely relevance of Lunar New Year, a key cultural event for a broad demographic base including local Chinese communities and international visitors aware of the celebration. The use of interactive digital out-of-home (OOH) media invites direct engagement, creating a memorable brand interaction beyond traditional advertising. By combining personalization with gamification, the campaign increases dwell time and emotional investment, subtly encouraging visits to The Star’s facilities. The creative angle capitalizes on a lifestyle genre, positioning The Star not just as a hospitality venue but as part of the celebratory experience, thereby fostering brand affinity through culturally informed, experiential marketing tactics.
FORMAT#1 DEMONSTRATION — Directly shows how a product works and highlights its benefits.
This campaign invites passersby to interact with digital screens by inputting their birthday to discover their zodiac sign and play a prize-winning game, highlighting the interactive features central to The Star's Lunar New Year activation. There’s no narrative arc, storytelling, or problem-solution structure; instead, the communication revolves around the live demonstration of the interactive engagement and immediate benefits (fun interaction, prize opportunity) offered by the branded installation. The central message and creative mechanism are anchored in showing firsthand how the experience functions for participants.
1. Crown Resorts – Positioned as a luxury integrated resort and casino destination, Crown Resorts emphasizes premium experiences including high-end accommodations, fine dining, entertainment, and a world-class casino, attracting affluent travelers seeking exclusivity and comprehensive leisure offerings.
2. Star Entertainment Group – A direct competitor emphasizing large-scale resort complexes with diverse entertainment, gaming options, and upscale hospitality services across Australia, focusing on immersive experiences combining luxury and vibrant nightlife.
3. Treasury Brisbane – Positioned as a sophisticated urban casino and hotel venue, Treasury Brisbane highlights a blend of heritage architecture with modern luxury, targeting business and leisure travelers seeking refined gaming and accommodations in a prime city center location.
4. Bluescope Casino (Jupiters Hotel & Casino, Gold Coast) – Focused on a vibrant tourist market, Jupiters offers a lively gaming environment paired with entertainment and hospitality services designed for both local visitors and international tourists, emphasizing fun and accessibility.
5. SkyCity Entertainment Group – Marketed as a dynamic nightlife and casino entertainment hub, SkyCity combines gaming with live entertainment, dining, and hotel stays, targeting a broad demographic from casual visitors to dedicated gamers seeking diverse experiences in urban centers.
Q: What is Good fortune about?
A: Good fortune is a 2017 campaign created for The Star by the agency m2m, in collaboration with Yakusan Brand Experience Group and JCDecaux Australia. Launched in Sydney to celebrate Lunar New Year, the campaign invited passengers to interact with JCDecaux’s digital screens by entering their birthday to discover their zodiac animal sign and participate in an interactive game for a chance to win prizes. Positioned within the hospitality and tourism sector, Good fortune used experiential out-of-home media to engage a diverse audience, blending cultural celebration with interactive entertainment to enhance The Star’s brand presence during a key festive period.
Q: What creative device does Good fortune use?
A: Good fortune employs the Demonstration format, classified as FORMAT#1 in Clapboard’s 12-format taxonomy. This approach centers on directly showing how the interactive experience works: passersby input their birthday on digital screens to reveal their zodiac sign and play a game for a prize. The campaign avoids narrative storytelling or problem-solution structures, instead focusing on live, hands-on engagement. By highlighting the immediate benefits and interactive features of the installation, the campaign demonstrates the brand’s commitment to personalized, culturally relevant experiences in a high-traffic environment.
Q: What is the campaign proposition for Good fortune?
A: The campaign proposition for Good fortune positions The Star as an engaging and welcoming destination within the hospitality and tourism sector by leveraging the cultural significance of Lunar New Year. By inviting individuals to interact with digital screens and discover their zodiac sign, The Star offers a personalized experience that connects cultural celebration with user participation. This strategy promises luck, excitement, and reward, aligning the brand with positive, resonant themes that appeal to both local communities and international visitors. The campaign’s experiential, gamified approach aims to deepen emotional engagement and encourage visits to The Star during a festive season.
Q: How does Good fortune rank in Clapboard's archive?
A: Good fortune holds a Clapboard Campaign Score of 63/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s global ad archive.
Q: Who are the competitors in The Star's category?
A: In the hospitality and tourism sector, The Star competes with several major brands. Crown Resorts is positioned as a luxury integrated resort and casino destination, emphasizing premium experiences for affluent travelers. Star Entertainment Group offers large-scale resort complexes with diverse entertainment and upscale hospitality across Australia. Treasury Brisbane blends heritage architecture with modern luxury, targeting business and leisure travelers in a prime city center location. Bluescope Casino (Jupiters Hotel & Casino, Gold Coast) caters to both local and international tourists with a vibrant, accessible gaming and entertainment environment, while SkyCity Entertainment Group combines gaming, live entertainment, and hotel stays to attract a broad demographic seeking dynamic urban experiences.
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