Crown KARA-OK Lunar New Year campaign

Challenge

Alt/Shift was tasked with developing an engaging and exciting campaign to run during the Lunar New Year period at Crown Melbourne.

Solution

Alt/Shift conceptualised KARA-OK, a content-led campaign that saw some of Australia’s most passionate performers come together for their chance to win $10,000. Launching with a competition on Crown’s owned channels, and culminating in a KARA-OK finale event during Crown’s Lunar New Year festivities, Alt/Shift was responsible for developing campaign content, ambassador engagement and media relations.

A content-led idea was developed to appropriately celebrate Lunar New Year, and garner entries through social media content. The tone of the content was key to the campaign; this would be a karaoke competition that explicitly called for just ‘OK’ talent – singing abilities not required, but passion and pizzazz absolute musts. This was our guiding principle in our creative and strategic thinking.

With this comedic tone in mind, content ideation centred around the cheesy, cringe-worthy videos and songs synonymous with karaoke. A catchy campaign track was composed for our hero content piece, and performed by our ambassador, comedian Hung Le. Further content provided tips for the ‘OK’ singer to excel in their KARA-OK performance. Our final content piece captured the finale event at Crown’s Lunar New Year festivities.

Working with a trusted production partner to bring KARA-OK to life, Alt/Shift guided all content pieces creatively and strategically, including creative direction, scripting, storyboarding, management of video edits and content distribution planning.

Alt/Shift was responsible for securing and engaging the KARA-OK ambassador to host the finale, be filmed in content and partake in media opportunities, developed an accompanying media strategy that was executed during the Lunar New Year period, including a media call held at the KARA-OK finale.

Results

Throughout Crown’s Lunar New Year campaign period, Alt/Shift generated the following media results:

• 366 pieces of earned media coverage
• An audience reach of over 8.35+ million people
• Cost per potential reach was $0.09
• Coverage was secured on Channel 9 News, Channel 10 News, Herald Sun, Time Out and Urban List

The strength and creativity of the KARA-OK content harnessed the following results:
• 230+ entries from KARA-OK enthusiasts across Australia
• Over 749,000 impressions across Facebook and Instagram
• Campaign sentiment overwhelmingly positive