Write a short summary of what happens in the ambient or digital execution or campaign.

Introducing Avengers:Endwait, transforming bus stops into a cinema box office, with no waiting time. The idea was executed for the first time ever in Singapore, through a new innovative ecosystem which uses real-time data (eg: movie showtimes and nearest cinema location) from the cinema operators and displays it interactively on 100 digital bus shelter screens islandwide. From the day of the movie release, the communication featuring all five cinema operators’ API live feeds to display the actual movie showtimes. Screens will be again customized through geo-fencing, each bus shelter location will be paired with the nearest two cinemas, enabling to see real-time movie ticketing status. Each showtime was color-coded according to their status Finally, to close the journey, we used new-to-market technology partner Jumper.ai, to create an ecosystem where people engage with Disney on social and put a brand-relevant pre-set hashtag in the comments (#AvengersSG) to buy tickets.

Cultural/Context information for the jury

Fans have waited 10 years for the epic end of the Marvel Studio cinematic journey, so with the premiere of Avengers: Endgame in Singapore scheduled on the 24th of April 2019, anticipating this world premiere, Singaporean fans intended to avoid spoilers at all cost by getting tickets to watch the movie before anyone else, even leading cinema sites to crash on the first hours of the advance sales opening day. Knowing that movie attendance has been declining in recent years due to the change in consumer habits and behavior, Disney wanted to close the gap between the media buys and ticket purchase, creating an interactive OOH campaign where fans don’t have to wait anymore.