
0
people engaged in the first week
0
converted
0
more comments than any other in-season social content
Challenge
For Disney studios, a key challenge is being a box office-driven business but remains a step removed from ticket sales, as that usually lies with exhibitors.
Solution
Introducing JACOB (Just Another Cool Online Bot) – a.k.a. The Bot Office on Facebook Messenger. Through the use of a single hashtag on social content, our audiences on social media would be able to summon JACOB to guide them through a consideration and ticket booking process without ever leaving the Facebook platform, a key drop off point in the purchase process.
Using new-to-market technology partner Jumper.ai, we built an ecosystem where people could engage with Disney content on social and put a brand-relevant pre-set hashtag in the comments (e.g. #AvengersSG) to trigger Messenger. This trigger activated tickets purchase without leaving Disney’s ecosystem, connecting content directly to box office results and raising overall media efficiency through greater engagement.
JACOB helped audiences in Singapore, Malaysia and the Philippines book tickets through serving engaging content and purchase services. During pre-season engagement JACOB re-targeted users who previously engaged with him as well as raised awareness of the films through engaging content delivery. In-season primed audiences had the ability to purchase tickets for the film, all with strict guidelines to ensure the interactions he initiated were non-invasive and offered value.
Results
In JACOB’s first week 100% of people who entered the system engaged, 50% converted.
In subsequent films we had 18x more comments than any other in-season social content and the conversion rate increased to 58% then to 68% overall as we refined the purchase funnel.
Dentsu Creative China: A Letter for Mountain Girls
Fenbid turned the packaging of its menstrual pain reliever into a letter for mountain girls, calling on females who have carved ways out of their rural origins to empower the younger generations...
Dentsu Creative Vietnam: Biti's A Step Forward
Dentsu Creative Vietnam showed in 1.60 seconds what it took a nation 40 years to achieve. With the clear purpose of moving ideals, hopes, and dreams. Biti's is more than a shoe brand in Vietnam ...
Merkle Singapore: Forging the future of insurance CX for ...
Income Insurance Limited (Income) is one of Singapore’s largest composite insurers, with over 1.7 million customers. Like most insurance companies, customer and prospect data came from disparate...
dentsu Singapore - Bosch's Grab-focused country activatio...
Bosch intended to run a multi-media activation across their focus countries: Thailand, Indonesia, and Malaysia. However, there were a combination of challenges to overcome: Capturing attention t...
DENTSU CREATIVE India - Suraksha Ka Teeka
As per the Global Fund 2020-22 Report, Malaria is one of the major public health problems in India. With children 5 times more vulnerable to this disease, their cases were witnessing a sudden ou...
DENTSU CREATIVE Taiwan: The Taiwanese World of Warcraft
The people of Taiwan highly regard their culture. Dating back to the 17th century in the Chinese world, the Puppet Show is a classic Taiwanese performance art exemplifying visual storytelling th...
DENTSU CREATIVE China: KFC Re:Store
KFC is the largest and most successful restaurant brand in China. Launched in 1987, the brand has grown to encompass over 9,000 stores in 1,600 cities. A steady stream of innovation has kept the...
DENTSU CREATIVE Indonesia: ARTISM
Autistic people translate the world differently and produce distinct expressions, especially through artworks. We discovered that their minds could be unlocked through the power of music. We the...
DENTSU CREATIVE Mumbai: The Everything Book
A pioneer in modern education, The Everything Book is an internet signal aggregator. It houses a cloud-based AI packet broadcaster and assembler service that combines weak 2G mobile networks aro...
DENTSU CREATIVE Malaysia & Carat: Pizza Hut's Cheese Codes
Cheese Codes showcases an innovative use of media channels and tactics to connect with a new audience and drive commercial success. The campaign used a gamified ordering experience within mobile...
Merkle Singapore: Delivering Unified Customer Experiences...
Income Insurance Limited (Income), established in 1970, currently serves 1.7 million people in Singapore. Before COVID-19, insurance was an industry where offline sales channels were the busines...
DENTSU CREATIVE Hong Kong: Critical Core
DENTSU CREATIVE Hong Kong's brief for Critical Core was to create a tool accessible to children on the autism spectrum to build valuable social skills and at the same time help them connect and ...
DENTSU CREATIVE Indonesia: CurrenShe with OCBC NISP
CurrenShe is an augmented reality that connects womenpreneurs to our financial services using money.
Dentsu Creative India: The Responsible Manhole
Dentsu Creative India created an innovative warning device to make India's streets safer. This low-cost, scalable warning device saves lives and alerts riders to the open manholes scattered thro...
Carat Singapore: E-commerce Campaign with Philips Domesti...
Philips Domestic Appliances (DA) aims to be a digital-first marketer and boost e-commerce sales across business units in ASEAN. In the highly competitive, ever changing, and fragmented marketpla...
Isobar Australia: Disease Dilemmas with The Garvan Instit...
With thousands of disease related charities competing for donations, how do you decide who to help? The Garvan Institute of Medical Research needed a solution to help inform the public of their ...
Merkle Singapore: Live 247 with CapitaStar
The majority of CapitaStar users comprised of early Millennials and Gen Xs, but CapitaStar saw an opportunity in Gen Z shoppers, who are starting to enter the workforce, have increasing purchasi...
dentsu Redder: OvershootDay with CHANGE
Every second, minute, hour of the day, we are pushed to consume more. With the only expectation, to make our life better. Due to this expectation, we consume more than our planet can offer, resu...
dentsu Redder: Tok-Yo Flavors with Perfetti Van Melle
The Chupa Chups Tok-yo flavors campaign introduces, educates and excites Vietnamese tweens about the latest flavour pack that is inspired by Japan.
dentsu Isobar: Cat Streamers with KFC China
A part of the diverse lifestyle that Gen Z values is their strong connection to Chinese culture and heritage. This connection makes brands and products created in China phenomenally popular. To ...