The Walt Disney Company Southeast Asia has partnered dentsu X Singapore to launch its digital campaign in line with the premiere of Marvel Studios’ Avengers: Endgame in Singapore. The campaign, which displayed movie showtimes on digital screens at bus stops islandwide, aims to drive movie attendance and help fans find the next available movie timeslot for Avengers: Endgame.
Working with OOH communications agency Posterscope, The Walt Disney Company Southeast Asia executed this idea through a new ecosystem which consisted of three key phrases: phase one, where the company geo-targeted cinemas to each of the bus shelters in close proximity and displayed information on its digital screens, phase two, where a “One Day Countdown” was launched one day before the movie premiere, and phase three, where the bus shelters digital screens will be refreshed to feature all five cinema operators’ API live feeds to display actual movie showtimes.
Phase three will also see screens customised through geo-fencing – each bus shelter location will be paired with the nearest two cinemas, enabling the public to see real-time movie ticketing status for two weeks. Each showtime will be colour-coded according to their status: red for limited seats, green for filling up fast, and grey for available.
To facilitate ticket purchase, dentsu X Singapore has also created the Marvel Facebook Messenger chatbot which takes users through a personalised ticket-buying experience.
Jessica Beaton, general manager of dentsu X Singapore said it worked with The Walt Disney Company Southeast Asia to create a “seamless experience” for Marvel fans. This “offline to online approach” will also “drive footfall” to specific cinemas as well as allow fans to be more involved in this “milestone launch”.
“The first-ever live movie showtime display for Avengers: Endgame’s Clear Channel campaign will set a new standard to showcasing films and bring us one step closer to OOH attribution. By delivering highly contextual ads at the right moment, we impact consideration for commuters to head to the nearest cinema to catch the blockbuster,” said Amanda Woo, head client partnerships and business development of Clear Channel Singapore.
“Walt Disney Studios constantly explores innovation in consumer engagement strategies. The provision of real-time geo-targeted movie sessions in an OOH environment presents the golden opportunity for Disney to literally demonstrate that it will do whatever it takes to elevate the movie goer’s consumer decision journey for the highly anticipated Marvel’s Avengers: Endgame,” said Abel Teo, creative director of CNS Connections.