Dentsu: Finding Dory

 
Campaign Summary

In June 2016, Disney-Pixar wanted to drive awareness of the box office release of Finding Dory in Indonesia. It wanted to create a mobile experience that would excite the target audience and drive ticket sales. Trailers were key, but Indonesia has a 48 percent stall rate for mobile video. Additionally, the Disney-Pixar team knew from its research that consumers would be more likely to watch Finding Dory in theaters if they built a connection to the characters beforehand.

Strategy

Objective and Context:

With the mobile video ad, Disney-Pixar aimed to reach and build rapport with its key audiences of children, families, and Disney-Pixar enthusiasts. Released in both English and Bahasa Indonesian, the ad would represent the rich visual storytelling of the film.

Target Audience:

Parents with kids were identified using an audience management platform, Disney enthusiasts were identified by tapping into users who had previously engaged with other Disney campaigns, and children were engaged through kids' games.

Creative Strategy:

Disney-Pixar wanted to recreate the same video experience on mobile that viewers experienced with TV ads. Its agency, Opera Mediaworks, used Instant-Play Video with a dynamic end card on smartphones to create that experience. Once users played the video to completion, the end card allowed users to interact with the movie's coral reef on their phones in a variety of ways.

Execution

Overall Campaign Execution:

The video ad introduced viewers to the characters of Finding Dory, but Disney-Pixar recognized that Indonesian consumers would be more likely to purchase movie tickets if they felt a connection to them. To build that connection, viewers were given an opportunity to interact with them after the video played.

Mobile Execution:

Mobile phones are the center of Indonesian consumers' lives. However, video ad stall rates were around 48 percent, so Disney-Pixar needed to ensure the technology could help it deliver the best possible experience. Additionally, a mobile reminder of the release date was used to drive ticket sales.

Results (including context, evaluation, and market impact)

The campaign results demonstrated that users were highly engaged with the immersive experience. Finding Dory hit No. 2 at the box office and set the record for the highest opening weekend sales for an animated film ever in Indonesia. Video results against industry benchmarks include:

  • 97 percent video completion rate
  • 10.41 percent average overall engagement rate
  • Average time spent on the ad: 20 seconds
  • 3 percent average add-to-calendar
  • 6 post-click engagements per user

Categories: | Industries: | Objectives: Mobile Video | Awards: Bronze Winner