Walt Disney Studios Ireland is an advocate of Outdoor. Whether it’s the next big studio release or the latest series to drop on their streaming service Disney+, the media and entertainment giant understands the value of high-impact, wide reaching and attention-grabbing OOH to communicate with its consumers – winning them back-to-back PML Group IMPACT awards in its category over the past two years.
Planned by Zenith and Source out of home, the brand is running a double bill of campaigns this cycle – each complete with their own special installations to generate brand recall in a fun, innovative and effective way.
Inside Out 2
Ahead of its June 14th release, Disney and Pixar’s “Inside Out 2” is supported on with a promotional OOH campaign across in roadside, commuter, transit and retail environments including large format Digital Golden Squares and The Green Screen, bus T-Sides, Orbscreens, Digital Station Galleries, and DXScreens.
Returning to the mind of newly minted teenager Riley, Inside Out 2 follows personified emotions Joy, Fear, Anger, Disgust and Sadness who’ve long been running a successful operation as they deal with the sudden arrival of Anxiety, Envy, Ennui and Embarrassment.
The campaign’s special elements come in the form of vinyl-wrapped lift doors/interiors and travelator glass. Installed in Dundrum Town Centre, the elements further drive attention in higher dwell-time environments which are set to become social hubs for the teenage summer, contextually placed near the point-of-purchase via the adjacent Movies@Dundrum.
“We are thrilled to collaborate with PML Group, sipit and Zenith on this campaign,” notes Richard Carolan, Senior Marketing Manager at Walt Disney Studios Ireland, “Inside Out 2 is such a fun and imaginative movie and we really wanted to bring this playfulness to life in our media choices.”
“Dundrum Town Centre was such an obvious and natural fit for the movie given its popularity with families, more so as we enter the Summer and School Holidays,” continues Carolan, “In addition, the unique formats really help hero the characters (emotions), new and old, and along with the humorous contextual copy enabled us to deliver a beautiful and impactful installation”.
Star Wars: The Acolyte
With its first two episodes releasing on Disney+ this week, Star Wars: The Acolyte is being supported by a ‘force-full’ campaign running across roadside and retail environments including large format Digital Bridges & Digipoles, Orbscreens, Digipanels, Digishelters and DXScreens.
The campaign’s special also comes in the form of a Dundrum Town Centre install, featuring a billboard erected above the centre mall’s lift column. The copy mirrors the wider campaign, with special backlit elements that see character lightsabers ‘ignited’ and extending past the board frame.
Set at the end of the Star Wars franchise’s High Republic era – approximately 100 years before Star Wars: Episode I – The Phantom Menace – The Acolyte sees a respected Jedi Master investigating a series of crimes that bring him into contact with a former Padawan learner and reveal sinister forces.
“Star Wars: The Acolyte is a big release for Disney+ and required a big special to help launch the campaign,” notes Ryan Reid, client director at Zenith, “Lightsabers are an iconic symbol of the franchise, and we knew we wanted to hero this on the creative. The teams at TBWA, sipit and Source have done an amazing job at bringing the OOH creative to life”.
PML Group’s Special Effects study highlights the hugely positive impact that specials have in terms of noticeability, brand perception and activation. Three quarters of people believe specials make a brand seem exciting while 84% agree that specials are more noticeable than standard poster ads.
