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Interactive Play panels beckon commuters to “Find Sparrow” for Disney’s Pirates of the Caribbean: Salazar’s Revenge

by Orange Tan | May 31, 2017


Singapore
-- How do you differentiate the latest film release from past installations in one of the most successful movie franchises of all times? For The Walt Disney Company (Southeast Asia), the answer lies with bold, new characters such as Captain Salazar in Pirates of the Caribbean: Salazar’s Revenge.

To promote the fifth instalment in this popular film series, Walt Disney worked with Clear Channel Singapore to deliver impact with this new and formidable character, via an interactive digital out-of-home campaign.

Motion sensor was activated on three strategically chosen Play digital screens, and audiences are encouraged to wave at the panels. Upon detection of an engagement, Captain Salazar appears on screen to address the viewer directly with ‘Find Sparrow for me’, echoing the statement uttered by Salazar in his quest for Captain Jack Sparrow, played by Johnny Depp in the movie, that herald the swashbuckling adventure.

“Storytelling and technology intersect to bring campaigns to life. The interactive element effectively draws audiences to the advertisement and into the story, building anticipation and excitement towards the movie’s release,” said Amanda Woo, Head of Commercial, Clear Channel Singapore. “The execution leverages on ready-to-use capabilities of Play, cleverly showcasing Walt Disney’s content.  It has always been a part of our digital ambition to provide the most innovative and flexible platforms to meet advertisers’ objectives, and this campaign successfully demonstrates that.”

The interactive PlayLive campaign runs at three high footfall sites-- Orchard Road outside Plaza Singapura; River Valley outside Liang Court; and North Bridge Road outside Chinatown Point till 4 June 2017. The campaign is bolstered with Play and 6-sheet panels island-wide. 

Creative Agencies: CNS Connections Pte Ltd and The Factory Communications (S) Pte Ltd
Media Agencies: Dentsu Mobius Media Pte Ltd, Posterscope (South East Asia) Pte Ltd


 


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