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by Sing Yee Low | Nov 11, 2015

SINGAPORE - For the first time in Singapore, Disney, in partnership with m/six and Clear Channel, have executed a campaign where OOH creatives change in real-time based on the weather. This has been enabled by a technology evolution in outdoor, which allows for the use of dynamic, digital formats and therefore data feeds; similar to those employed in digital display.  

There was a lot of anticipation for the launch of Disney-Pixar’s Inside Out (in cinemas since 27 August) and for good reason: it is an animated film for all ages that is sweeping the world off its feet and indications are that will be one of Pixar’s most iconic achievements to date.  

After young Riley is uprooted from her Midwest life and moved to San Francisco, her emotions - Joy, Fear, Anger, Disgust and Sadness - conflict on how best to navigate a new city, house, and school. Each of the five emotions is characterised. For instance, Anger is perpetually angry, everything scares Fear, and happiness is a lost cause for poor Sadness.

About the campaign

The campaign for Inside Out launched two weeks ago across all media channels and platforms. In order to feature the hilarious characters at their best, m/six decided to leverage the one thing that Singaporeans love to hate: the weather. Singapore is either hot, or wet, or both - and depending on your mood, the weather can make you feel any of several emotions.  

With a takeover of Clear Channel’s Play network of 30 digital panels in the CBD area, m/six worked closely with Clear Channel to develop a program that pulls live weather feeds from the National Environment Agency website. Each of the five characters is associated with three sets of copy: rainy weather, sunny weather, and a generic statement typical to their character (in case the weather is in-between). When the NEA weather reading indicates ‘rain’ within certain parameters, the creative copy switches to the rainy weather set. When it’s sunny and the temperature rises above 30°C, the program switches to display the sunny weather set of creatives.  

Rachel Fong, Marketing Manager of Walt Disney Studios Singapore, said “We wanted a platform that will vividly showcase the Inside Out emotions reacting in different situations. Play network provides the perfect solution, and we’re excited to see consumer reactions and look forward to more innovations on this platform.” 

Jamie Lewin, Head of Strategy for m/six Asia Pacific, said “it’s incredibly exciting to challenge the convention of the format, and bring the dynamism of digital to a traditional yet impactful medium. In doing so, we make it both more engaging for the consumer, and more accountable for Disney.” 

Kelly Khoo, CEO of Clear Channel Singapore, commented “The technology that powers today’s digital Out-of-Home can be used to create truly innovative campaigns. Play delivers creativity that responds to the environment. Our offering for Inside Out lends a new perspective to immediacy. Our creative use of technology allows the animated characters to be brought to life, triggered by the right conditions, like the weather.”