病毒式『哈囉喂』個人化影片 見證數位行銷市場的新方向

香港2009年9月8日電 /美通社亞洲/ — 為了宣傳香港海洋公園「十月全城哈囉喂」的萬聖節活動(下稱「哈囉喂」)，即日起將在網上發佈一段病毒式的「哈囉喂」個人化影片。科傑影像(Focus Imaging)公司將為今年海洋公園的「哈囉喂」網上宣傳活動上注入全新的「驚嚇」元素，推出嶄新的個人化影片進行病毒式的一對一網上推廣活動，希望能創造出更大的宣傳效果。

萬聖節期間的「哈囉喂」派對是香港海洋公園的年度盛事，多年來被受香港市民所注意。過往「哈囉喂」的宣傳推廣活動都讓人留下深刻的印象。踏入這第九個年頭，個人化影片 (pVideo) 將為「哈囉喂」網上宣傳活動上注入前所未有的新元素及新意念，就是透過網際網路的方法進行嶄新一對一式的「病毒式行銷」(Viral Marketing)。整個個人化影片活動的創意、策劃甚至製作都是由科傑影像公司負責，即將在網路上被廣泛推廣。

本次宣傳活動將同時採用多種嶄新的個人化網上媒體工具，包括了 : 個人電子化電郵 (eDM)，個人化影片 (pVideo) 及個人化網頁 (pURL)。活動將充分利用海洋公園現有的會員資料，從九月份開始，陸續寄送給每位會員一封相關的個人電子化電郵 (eDM) ，每封電郵內都連結著一段屬於收件者的「哈囉喂」個人化影片 (pVideo)。影片最特別之處是融入了個人化的元素包括個人名稱及照相到影片當中，具有身歷其境的效果，讓人毛骨悚然。影片中故事的背景是設定是一個有關夜闖校園的驚嚇故事，內容是配合今年「哈囉喂」以香港鬼故事和相關傳說為主題。收件者將以第一身的身份成為片中的主角，而且會看到自己置身於影片之中，一同闖入校園親身體驗這段既刺激又恐怖的歷險。影片中的個人化效果非常真實，讓收件人更容易投入劇情當中，往往被嚇至血脈沸騰。當影片播放完畢後，將會出現另一個人化的頁面 (pURL)，收件者甚至還可以嘗試製作一段個人化影片送給朋友。系統會根據新輸入的名字、電郵地址、相片及一段個人信息，發送另一段專屬的個人化影片至相關的電子郵箱內。收件者亦可選擇把影片發送到Facebook或MSN的平台上，充分利用社交網站和病毒式營銷的強大威力。

科傑影像的業務經理賴志偉表示:「這是全世界第一段能支援繁體及簡體文字的個人化影片。這種嶄新的推廣方式除了能進一步鞏固品牌形象外，更能有效的進行傳播性的直接銷售。當影片成功引起收件者的興趣後，收件者更可直接點選相關連結，就能瀏覽更多有關『哈囉喂』的詳情，甚至還可以即時線上訂購門票呢。由於這次的影片活動是以資料輸入為基礎，所以整個推廣過程中除了可以吸收更多新的資料外，也可豐富及擴大海洋公園現有的客戶資料庫。而且整個推廣活動的結果都是可被即時追蹤的，所以對於他們將來的後續銷售及網上推廣活動上將有莫大的幫助。」

「要大量及即時製作這些含有個人化元素的直銷電郵、網頁甚至影片，硬件及技術的要求是非常高的，整個活動需要『可變數據出版技術』(VDP) 的系統來製作。經過不斷的技術研究及改良，現在我們的系統不單能處理英文及數字的可變數據，更能做到可變的繁簡體字及圖像。」科傑影像的技術經理林詠康說。「VDP產品如可變數據電子的郵件 (VDP eDM) ，由於是一種極度個人化的內容關係，所寄發郵件的點擊率 (Click thru rate) 往往能超過30％，最高可達五成，比傳統只有可變文字的電郵高出十至二十倍。所以目前國內和臺灣方面已有許多大企業對這種技術表示高度興趣，而且短期內將採用這種技術進行市場推廣。」

即日起可進入http://halloween.oceanpark.com.hk 觀賞「哈囉喂」個人化影片。

關於 pVideo 個人化影片

個人化影片 (pVideo) 是可變數據出版 (VDP) 技術產品的其中一種。VDP ( http://www.focus-vdp.com ) 系統能自動大量製作擁有個人化元素 (包括文字及圖像) 的影片。它能利用可變數據如個人姓名、照片和信息，為每一個人製作獨有的影片，是可以用以收集資料和一對一的行銷工具。它與其他VDP的產品包括 : 直銷郵件 (DM)﹑電子郵件 (eDM)及個人化網頁 (pURL)，可運用一起作為另一種有效的跨媒體式的行銷用途。

關於科傑影像有限公司

科傑影像有限公司 (Focus Imaging Limited) 是可變數據出版業界的先驅，同時也是一間於大中華地區領先的數位行銷(Digital Marketing) 專家。公司一直通過不斷的硬體投資和技術改進, 發展成現有的規模，讓我們成為VDP業內的翹楚。我們提供的服務包括: 數位行銷、多媒體設計、印刷與程式工程技術，並可把獨有的可變數據出版技術 (VDP) 加入服務當中。歡迎瀏覽 http://www.focus-global.com 或 http://www.focus-taiwan.com 了解詳情。

‘Halloween’ One-to-One Viral Video Signifies Rise of Digital Marketing
HONG KONG, Sept. 8 /PRNewswire-Asia/ — To promote “Ocean Park Halloween Bash 2009”, this Halloween’s Personalized Video Campaign goes online starting from today. Focus Imaging was tapped by Ocean Park to inject refreshing ideas into this year’s marketing campaign by using a new one-to-one advertising medium to get the maximal viral effect.

“Ocean Park Halloween Bash” is the biggest Halloween celebration across Asia. Since 2001, the event has been anticipated by both the local and foreign visitors in Hong Kong. The past promotions for the “Halloween Bash” always left a deep impression on people’s minds. Entering its 9th year, the Personalized Video (pVideo) incorporates new elements and fresh ideas into “Halloween Bash” through a one-to-one viral marketing campaign on the Internet. This Halloween’s pVideo was powered by Focus Imaging, supporting the whole campaign from design to production as well as online promotion.

The pVideo campaign involves the use of interactive multimedia technology including eDM, pVideo and pURL. The campaign fully utilizes the basic information and pictures from Ocean Park’s database. Starting from September, the campaign’s personalized eDMs are first sent to its existing customers. Each eDM contains a link of the Halloween Bash’s pVideo unique to that customer. What makes a pVideo special is that it merges personalized elements such as name and photo into video image. The pVideo is about a haunted experience on a campus at midnight, in line with this year’s Halloween Bash theme of Hong Kong classic horror stories and ghost legends. Every eDM receiver is the protagonist viewing the pVideo from a first-person angle. The receiver would then see his/her own image in the pVideo and become part of the thrilling story. The personalization of the video conveys a sense of reality, making the receiver more into the
spine-chilling and breath-taking experience. After the pVideo finished playing, it would automatically direct the receiver to a pURL page, where the receiver can produce another unique pVideo for friends. The system would generate a new video based on the name and the message entered as well as the photo uploaded; and then send it to the designated email account. Moreover, pVideo can be shared on Facebook and MSN platforms, allowing the campaign to get the most from the power of social media and viral marketing.

Willy Lai, Business Manager of Focus Imaging, said, “This is the first pVideo which supports both traditional and simplified Chinese variables in the world market. This new choice of marketing medium not only helps strengthen brand image, but also effectively provokes direct sales. When the pVideo arouses a receiver’s interest and desire, the receiver can immediately click at related websites to look for more event information or even purchase tickets online. We expect that the campaign will enrich Ocean Park’s existing customer database and capture new data. The traceable results from all these web-based activities will be useful for their sales follow-up and future online marketing campaigns.”

“To generate a large number of personalized eDM, micro-site or flash-based video on the fly, it relies heavily on both the hardware and technical support. The whole production process requires a Variable Data Publishing (VDP) system. Through continuous development of the VDP system, it is now not only able to generate variable English text and numerical data, but also traditional and simplified Chinese as well as variable graphics,” said Kenny Lam, Technical Manager of Focus Imaging, “VDP products like VDP eDM are highly personalized and customized. That’s why its Click-thru rate can always reach over 30% or even 50%, which is 10 to 20 times higher than traditional html eDMs with variable text only. Therefore, some large enterprises in the Mainland China and Taiwan are considering VDP in their marketing plans.”

This Halloween’s pVideo is now available at http://halloween.oceanpark.com.hk .

ABOUT pVideo

Personalized Video (pVideo) is a kind of Variable Data Publishing (VDP) products. VDP (http://www.focus-vdp.com ) automates mass production of customized video with personalized elements (text, and image). It generates customized video with variable data such as name, photo, and personal message for every user. VDP pVideo can be used as a data-driven and one-to-one marketing tool. It enables effective Cross-Media campaigns together with the use of other VDP products including Direct Mailing (DM), Electronic Direct Mail (eDM), Personalized URL (pURL), and Personalized Game (pGame).

About Focus Imaging Limited

Focus Imaging Limited is a pioneer in the VDP industry and a leading Digital Marketing expert in the Greater China. Since 1995, the company has grown and evolved through incessant technical investments and advancements. With more than 13 years of substantial know-how experience, Focus Imaging has been the mainstay in the industry providing services in Digital Marketing, Printing, Multimedia & Design, and IT Solutions. We specialize in Variable Data Publishing (VDP). Welcome to visit http://www.focus-global.com for more details.