The Lion King Musical
Disney’s The Lion King Musical was brought to Hong Kong for the first time in celebration of AIA Group’s centennial. The partnership tied in well with the Group’s brand promise to help people live healthier, longer, better lives and provided the perfect platform for meaningful stakeholder engagement.
The key messages linked AIA’s brand promise with The Lion King’s ‘Circle of Life’ theme. Just as the production follows the stages of life, so too does AIA through insurance protection at all life stages.
Services
- Marketing Strategy
- Video Production
- Graphic Design
Meaningful engagement
Agenda Consulting set out to support the collaboration to meaningfully engage the local community. We helped to develop a programme of unique experiential and educational opportunities for community groups, students and underprivileged people in Hong Kong through ticket distribution and educational workshops.
Community engagement
We created impact through:
- An early release video teaser amplified through multiple parties’ owned channels
- Production of bespoke content to highlight the cast’s health and wellness routine and support the newly released Sleep Sufficiency programme and Vitality proposition
- Animation production to promote the collaboration
- Interviews with the cast and students from the Hong Kong Youth Arts Foundation (HKYAF). Designed for social distribution to tell the cast’s real life stories and inspire the next generation.
- Behind the scenes workshops covering backstage make-up and costume workshops to uncover the hidden arts of the production.
- After-show, behind-the-scenes tours for local schools and charities
Employee engagement and corporate entertainment
The collaboration provided an opportunity to entertain customers and prospects, helping to drive lead generation and support relationship-building.
Employees were offered complimentary tickets to see the show, promoting employee engagement and retention.
The results
- The community engagement and education programme welcomed 580 participants from local schools and charities
- Over 75,000 people experienced the magic of The Lion King
- Video content gained 207,000 views and 120,000 engagements across multiple social channels
- The campaign featured prominently in local media with AIA’s engagement mentioned
