GALAXY ENDGAME

TitleGALAXY ENDGAME
BrandHUAWEI
Product / ServiceHUAWEI P30
CategoryB04. Use of Broadcast
EntrantDENTSU X Singapore, SINGAPORE
Idea Creation DENTSU X Singapore, SINGAPORE
Media Placement DENTSU X Singapore, SINGAPORE
PR DENTSU X Singapore, SINGAPORE
Production DENTSU X Singapore, SINGAPORE

Credits

Name Company Position
Joao Flores dentsu X Executive Creative Director & Head of Creative
Woon Chien Chng dentsu X Art Director
Vanessa Han dentsu X Copywriter
Emilio Rodrigues dentsu X Copywriter

Why is this work relevant for Direct?

With Samsung’s moon hijack on the day of the launch of the Huawei P30 Series in Singapore, we had to strike back. At that same time, online bookings for Avengers: Endgame was a frenzy. In just two weeks, we created The First-ever Post-credits Ad, broadcasted in 89 theatres all over Singapore for 2 weeks, on the movie of the year, Fans went crazy. Videos of our ad went online with one hitting a high 6.8 Million views only in 1 Youtube video passing the total population of Singapore. Comments flushed timelines on Twitter and Reddit with websites around the world.

Background

In a tech-driven country like Singapore, the smartphone category is highly competitive with a mobile penetration rate of 147%. Despite having a 360-degree media approach during the launch of our HUAWEI P30 Series, our social campaign #MoonlightMoments that highlights the 50X SuperZoom Lens of our HUAWEI P30 Series was hijacked by our main competitor, Samsung. We had to strike back. In order to effectively target our consumers, we found that 55% have an affinity for films. A cinema ad would be ideal to reach our consumers in a high impact and decluttered environment. To ensure that Huawei remained top of mind to our consumers, we hit Samsung back with a moon of our own with the first-ever post-credits ad to settle the score once and for all that Huawei is the Galaxy’s endgame.

Describe the creative idea (30% of vote)

A study from Fandango shows that “97% of moviegoers stay for the post-credits scene of Marvel movies”. The idea was to hijack the post-credit scenes of Avengers: Endgame with an ad that we know fans would not want to miss. To keep fans watching, the ad was planned to look like an actual scene from the movie but instead, it highlighted the 50X SuperZoom function of our latest flagship, the Huawei P30 Series. The Message: With all the power in your hands, this is the Galaxy’s Endgame. From the same ad that inspired Samsung’s hijack, we struck them back with an optimized version of our moon video just like how Thanos struck a blow to Iron Man with a moon. We have not heard from them since.

Describe the strategy (20% of vote)

In order to effectively target consumers, we found out that 55% of them have an affinity for films. And with previous Marvel movies raking in the highest recorded sales in Singapore in 2018, this year’s blockbuster was the perfect fit. We aimed to reach our consumers in a high impact and decluttered environment where we can retain their focus throughout. We gave fans an unexpected surprise with the hijack of the most-anticipated movie of the year. With the hype surrounding Avengers: Endgame at a high, the post-credits of the superhero blockbuster of the year was the perfect platform to respond to Samsung’s hijack on our SuperZoom to the moon.

Describe the execution (20% of vote)

With Samsung’s moon hijack coming on the day of the launch of the Huawei P30 Series in Singapore, we had to strike back. At that same time, online bookings for Avengers: Endgame was a frenzy. Websites crashed with theatres booked throughout the first few weeks. In just two weeks, we created The First-ever Post-credits Ad on the movie of the year, we surprised over 600,000 fans across 89 theatres in a short span of 7 weeks in Singapore with 8,536 spots. Fans went crazy. Videos of our ad went online with one hitting a high 6.8 Million views only in 1 Youtube video passing the total population of Singapore. Comments flushed timelines on Twitter and Reddit with websites around the world talking about our stunt. What was meant as a clapback to Samsung’s post, became a global phenomenon.

List the results (30% of vote)

We surprised over 600,000 fans across 89 theatres in a short span of 7 weeks in Singapore with 8,536 spots. The results of seizing the opportunity and creating a contextualized The First-ever Post-credits Ad at a “spot that nobody wanted” with a very small budget of USD$6,600 is immense, with the impact of only 1 Youtube Video (6.8Million views) passing the number of population in Singapore – 5.6million. The first ever post-credits ad created an uproar amongst the Marvel fans who were in the cinema waiting for their installment of Marvel post-credits scene. This phenomenon was immediately picked up and made global news. USD$6.6K Invested in Media USD$13K Total Spending 27 Countries Reached 61 Million Media Impressions USD$953K in Media Earned