FORGETFUL DORY, UNFORGETTABLE MEMORIES

TitleFORGETFUL DORY, UNFORGETTABLE MEMORIES
BrandTHE WALT DISNEY
Product / ServiceMOVIE: FINDING DORY
CategoryC05. Co-Creation & User Generated Content
EntrantDENTSU MEDIA THAILAND Bangkok, THAILAND
Media DENTSU MEDIA THAILAND Bangkok, THAILAND
Idea Creation DENTSU MEDIA THAILAND Bangkok, THAILAND

Credits

Name Company Position
Mr. Boonyathas Boonthittanont Dentsu media Thailand Senior Media Planner
Ms.Wasawan Angkasuwan Dentsu media Thailand Senior Planning Manager
Ms. Arveepan Malairat Dentsu media Thailand Excecutive Planning Director
Mr.Nattapong Pianprasong Dentsu media Thailand Associate Trading Director
Mr. Khirirath Chewwattakee Dentsu media Thailand Media Buyer
Mr.Thamrongwit Sornpaleenan Dentsu media Thailand Senior Graphic Designer
Mr. Nattawut Subyai Dentsu media Thailand Art Studio

The Campaign

Finding Dory movie has Dory as key character with its unique characteristic as forgetfulness. She always forget everything in her life including family and friends. From insight of Thai people, they prefer to show the beautiful side of life on social media to attract people they barely know. In turn, they lose touch with family, friends and those who are important that they should actually love and care for them. Therefore, the creative idea of activation is developed for turning forgetfulness of Thai people to reminding their family through the core idea as unforgettable experience reminds unforgettable people with our activation to evoke consumers through on ground and online activities for tightening relationship among Thai family and loved ones by connecting with insight of Thai people, current social media’s addicted behavior of Thais as roots of core challenge unique and unique characteristic of Dory as forgetfulness.

Creative Execution

Activation held at the most crowded shopping mall for target, a week before movie release total 4 days of implementation as small scale, but impact to approach core target. Message of activation approaches participants that ‘We do not have short-term memory loss like Dory, but do you remember last time you expressed your love to someone important?’ Simply sentence, but able to stunt most of participants to think. Next, capturing face of participant into mocked scuba-diving under ocean with Dory. They allow to type one heartfelt message to their important people. Then, their face on mocked scuba-diving with holding their hidden heartfelt on hands message for expressing real feeling of love and care to important one who they almost forget are automatically shown on grand LED screen. Also, it would be instantly tagged and shared with movie hashtag #findingdoryth on social media for impact engagement and call to action.

Describe the success of the promotion with both client and consumer including some quantifiable results

As a result, 99% of participants remind to their loved one in family who they should actually love and care, but almost forget them. All of participants send hidden heartfelt message that they have never done before to their loved one as encouraging consumers to generate content. Accordingly, it can successfully strengthen relationship bonding in family with deeply impress to drive long-tern value of the movie, also participants really aware in forgetfulness as Dory’s key characteristic as the same time. Also, this activation can achieve 5 times number of participants for similar event, and 250% exceeding the number of participants from client’s expectation through unforgettable experience reminds unforgettable people activation. Moreover, this activation also led to call to action, the sales result of Finding Dory from the Walt Disney reached Top 5 all-time highest non-holiday opening weekend for Pixar animation.

Explain why the method of promotion was most relevant to the product or service

This engagement activation is created by integrating grand digital outdoor with activities and creative online / social media mechanic to evoke consumers activation and to encourage Thai people generating content for reminding relationship among family, friends, and their loved ones with blending forgetfulness as key characteristic of Dory who suffer from short-term memory loss and unwittingly forget her family, reflecting consumers whose memory is clear but forget who is important one in life. Accordingly, this social based activity drives result beyond expectation by successful engagement idea through forgetfulness theme to create unforgettable experience with Thai people to remind unforgettable people.

The collecting data from interview face to face with white collar workers in Bangkok as core target. In their daily life, they consume many variety of contents per day and the most preferred content that can keep them remind and impress is dramatic content that can deeply touch their feeling and well connect to their real life. So, strategy is creating effective approach with touchy dramatic mechanic on activation to enhance strong engagement of Thai people to remind their family or important person who they should actually love and care by blending of forgetfulness theme for turning forgetfulness of Thai people through unforgettable experience reminds unforgettable people on activation leading consumers generated content as successful strong engagement to remind family, awareness of forgetfulness and sales achievement beyond client’s expectation. Moreover, we select most crowded lifestyle mall for target to implement unforgettable activation to confirm effective exposure and effectiveness of campaign.