Advertiser: The Walt Disney Company (Malaysia) Sdn. Bhd. Brand: The Walt Disney Company (Malaysia) Sdn. Bhd. Creative Agency: - Credits: -
We had no qualms about the awareness of Captain America: Civil War. We wanted to bring the launch to greater heights – where we gave Malaysians a way to participate in this global release.
Insight, Strategy and the Idea
Without a doubt, our Millennials are often glued to their mobile devices and active on social media. However, as most them are passive trend-followers, this also means that they are easily influenced by the next big thing (Source: Proprietary research tool). We also studied that OOH is one of the highest medium to reach Millennials. The strategy was to be the first agency in Malaysia to create a digital trend via digital screens to give our audience a voice to choose their team – #teamcap or #teamironman through User Generated Content (UGC) that tied into the campaign’s strapline: Choose Your Side. We want to give Malaysians an opportunity to be part of this Great Battle between Good vs Good by bringing the story to life
We combined communications, media, UGC and livestream technology into a single activation where UGC is the tool collecting our voting poll. Strong messaging of “Choose Your Side” and the two hashtags were included in all digital screens. We rode on social platforms as voting platforms where all votes were gathered and livestream results of each team on the movie website and OOH digital screens.
Results and Effectiveness
Malaysians rode the wave, and chose their side! • Achieve almost 9,000 votes during the campaign period where we have only call for votes via OOH, the highest in the region The awareness created for the movie put Captain America: Civil War #1 in the Malaysian Box Office in Y2016 (beating Superman vs Batman!). Last but not least, in this Great Battle between Good vs Good, we created a story for Malaysians as they stood united behind #teamcap