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Organic reach on Instagram


More tickets sold compared to 2018


Box office (Malaysia’s highest record of all time)


International and media outlets earned PR


In 2018, The Avengers: Infinity War promotional campaign saw an iconic Malaysian building transformed into Stark Tower emblazoned with the Avengers logo. It was larger than life and the talk of town. In 2019, to promote Avengers: Endgame, the brand needed to do something unprecedented, bigger, and better in Kuala Lumpur to keep audiences enthralled and set the new pace for transmedia storytelling.


Festival of Media APAC 2020 - Best Event and Experiential Campaign

Malaysia Media Specialist Association Awards 2021 – Silver for Execution - Technology


Based on social listening data, brand engagement reports and keyword searches, we understood that the audience was predisposed to be fascinated by the franchise’ outdoor show and tell. The creative idea was rooted in the insight that consumers who are stimulated by experiential marketing are highly likely to be emotionally invested in the brand and willing turn talk about it. 

To promote Avengers: Endgame, Disney’s Marvel Avengers needed to do something unprecedented, bigger, and better in Kuala Lumpur to keep audiences enthralled and set the new pace for transmedia storytelling. 

Creative Idea & Execution

To arouse the audience’s emotional extreme, the strategy was to shock and awe. The performance sought to draw inonlookers, creating a brand connection beyond fans to craft an exhilarating experience they can own and share. 

Thanks to efficient orchestration of on-ground production, incorporate Intel drone tech, sound and light production design, venue management and logistics, a dazzling display of a record-breaking drone light show synchronised with music transpired unannounced in the night sky, bringing to life the iconic Avengers heroes, marking the premiere of Avengers: Endgame.  

Powering the collective drone hive was technology developed by Intel. The move was to commemorate the culminationof a story told across 22 films in 11 years. Poignant and grand, Iron Man, Captain America, Thor, Hulk, Black Widow andHawkeye sent signals against the backdrop of the iconic Kuala Lumpur Tower.

The 300 drones  made it into the Malaysia Book of Records for “The Most Drones Used in a Light Show”. The innovative creative solution also redefined the sky as an outdoor medium.

dentsu X

dentsu X is an integrated agency network combining best-in-class communication and media planning services, content creation, technology, data and behavioural insights. In a saturated media market, dentsu X helps brands create memorable, personalised marketing solutions that meet rapidly changing consumer demands to deliver ‘Experience Beyond Exposure.’ 

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