Disney Studio Singapore has launched a new campaign on Clear Channel’s play digital OOH for its latest animated film Zootopia.
The campaign leverages on the dynamism of Clear Channel’s Play digital screens by featuring the comical characters of Zootopia on actual backdrop of the ten carefully selected bus or taxi shelters in key areas of Singapore.
By doing so, the characters are brought to life when commuters look at these digital screens. It aims to create hype around the animated film, drawing the attention of the masses especially the Millennials, young adults and families with kids.
The campaign runs on Clear Channel’s PlayGround network of 100 digital screens for three weeks, until 2 March 2016. The media agency behind the campaign is Dentsu while the creative agencies are Factory Communications and CNS Connections.
“This is less augmented reality, even lesser virtual reality. This campaign is more about the content that the brand owns, and the context that OOH is so apt at delivering. Our full motion digital OOH inventory, Play, is in a prime position to become a content platform, in and of itself. Brands can broadcast from, and users can contribute to. Exciting times ahead,” Kelly Khoo, CEO of Clear Channel Singapore.