The Campaign

Disney wanted to create a campaign for Pirates of the Caribbean: Salazar’s Revenge to the make the biggest release of the year in Indonesia. Movie trailers are by far the best way to create buzz around a movie. If we wanted to generate a big buzz, we needed to leverage movie trailers in the medium that the target audience uses the most to consume media. Mobile. We joint the two and took movie trailers to a whole new level getting users involved in the plot before the movie reached the theaters. We released a new video format (Aurora™ HD Video) that blew metrics out of the water making this movie a complete success in the Box Office. I was the highest opener of 2017 in Indonesia (revenue first weekend) and the best performer of the 5 movies of the saga.

Creative Execution

Disney became the first brand to use Aurora™ HD Video, a new type of mobile video format that enables true interactivity with video content in a way never before possible facing challenges like the high video stall rate in Indonesia by using buffer free technology. Leveraging this video technology, Disney created a virtual treasure hunt that encouraged consumers to pay attention to the trailer and look for specific items. Consumers were instructed to find three specific items during the film, and when the item came on screen during the video, the user could tap their phone to “collect the treasure.” For each treasure found, the consumer was awarded with an exclusive piece of video content that was available to view when the trailer was finished playing. The custom trailer was built around the three “treasures,” to ensure that all three were on the screen long enough that consumers would be able to react and collect them, but not so long that a consumer was guaranteed to automatically get all three (and if they didn’t get them all, they were incentivized to play again). The creative tapped into the next generation graphical capabilities of Aurora™ HD Video, including custom particle water graphics that splashed over the screen at a specific moment in the video. The unit also leveraged haptic effects, so when a viewer successfully “collected” a treasure, their phone vibrated to highlight that the treasure was found. Disney measured effectiveness of this ad by looking at how frequently consumers did in fact engaged. The campaign achieved 465x the engagement of the standard mobile video campaign *Innovid’s Q1 benchmarks. The target audience was segmented into 3 distinct demographics: kids, teens 13-17 and parents and the video ad was served in the top entertainment mobile apps in Indonesia.