MAKING DISNEY PIXAR'S "FINDING DORY" A BLOCKBUSTER

TitleMAKING DISNEY PIXAR'S "FINDING DORY" A BLOCKBUSTER
ClientDISNEY
Product / ServiceFINDING DORY
CategoryB05. Mobile Advertising
EntrantOPERA MEDIAWORKS Singapore, SINGAPORE
Idea Creation OPERA MEDIAWORKS Singapore, SINGAPORE
Production OPERA MEDIAWORKS Singapore, SINGAPORE

The Campaign

To engage users in a unique and compelling manner, we introduced the characters to the audience. Familiarizing the characters with the audience drives a much higher purchase intent, intent that we captured by facilitating adding a reminder of the movie released on the phone and going to the mobile website to buy tickets. As audience is familiar with the trailers on TV we needed to recreate the same experience on mobile. Disney used Opera Mediaworks’ Instant-Play™ Video with dynamic end card on smartphones to bring to life the rich and detailed coral reef, the backdrop of Finding Dory. Once users played the video to completion, the Dynamic End Card was served, allowing the user the opportunity to interact with the movie’s coral reef on their phone in a variety of ways.

Creative Execution

There are 48.1 million Opera users in Indonesia and mobile phones are the center of Indonesian consumers lives but when video ad stall rates are around 48%, you need to ensure the technology can help you deliver the experience. Opera Mediaworks’ Instant-Play™ Video with dynamic end card on smartphones brought to life the rich and detailed coral reef, the backdrop of Finding Dory. Disney Pixar and Dentsu recognized that Indonesian consumers were more likely to purchase movie tickets if they had a connection with the characters, therefore once users played the video to completion, the Dynamic End Card was served, allowing the user the opportunity to interact with the movie’s coral reef on their phone in a variety of ways including, video, pictures, Biography and even a translator from English to whale as well as reminder event to be added to the consumers calendar. The campaign delivered a great consumer experience, but more importantly ensures that that consumers ‘got-to-know’ eight key characters - Dory, Nemo, Marlin, Destiny and others- before they even entered the movie theater.

The Finding Dory campaign results were phenomenal showing that users were highly engaged with the immersive experience provided by an very well design creativity. Specific results are CONFIDENTIAL, the video only shows results against industry bechmarks include: ? 97% video completion rate ? 10.41% avg. Overall Engagement Rate ? 20 sec avg. Time Spend (seconds) on Ad ? 3% avg. add-to-calendar ? 6 post click engagements avg user Finding Dory hit #2 at the box office and set the record for the highest weekend opener sales for an animated film ever in Indonesia. Testimonial “…The results that we saw are the highest we’ve ever seen - pretty much like a miracle come true. By utilizing the right medium, video and well-designed rich media... you can finally make these kind of dream results a reality .” Johannes Faradi Bachri, Managing Director Dentsu Digital Indonesia

The mobile ad aimed to reach and build rapport with the key Disney-Pixar audiences including children, families and Disney-Pixar enthusiasts. Released in both English and Bahasa Indonesian, Disney-Pixar wanted to ensure the ad engagement was able to build good-will with the target audience and celebrated the Indonesian language as well as the rich visual storytelling of the film. We identified parents with kids though Opera’s Audience Management platform , Disney enthusiasts by tapping into users that have previously engaged with other Disney campaigns and use kids games to engage with them

Credits

Name Company Position
Robyn Weatherby Opera Mediaworks Media Manager
Robyn Weatherby Opera Mediaworks Media Manager
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