
0
Organic reach on Instagram
0
More tickets sold compared to 2018
0
Box office (Malaysia’s highest record of all time)
0
International and media outlets earned PR
Summary
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.
Awards
Festival of Media APAC 2020 - Best Event and Experiential Campaign
Malaysia Media Specialist Association Awards 2021 – Silver for Execution - Technology
Insight
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 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 ...
Carat: Programmatic Campaign with StarHub Mobile
StarHub, with its media agency Carat and Yahoo, have proven how a programmatic-powered campaign that employs the right strategy and approach offers tremendous capabilities to drive purchases and...
dentsumcgarrybowen: In Love We Trust with Sinyi Realty 2
Sinyi Realty has backed up the success last year of its ‘In Love We Trust’ brand film (a Cannes Lions Grand Prix winner) with a sequel that has spurred another round of discussion on social issu...
DENTSU CREATIVE India: The Unfiltered History Tour with V...
The Unfiltered History Tour with VICE World News is an unofficial, interactive tour of the Museum’s disputed artefacts. Narrated by people from countries they were taken from. Through immersive ...
Happy Marketer: Single Source of Marketing Truth with TÜV...
TÜV Rheinland is one of the world’s leading testing service providers with more than 20,600 employees worldwide.
Happy Marketer: Future-ready Data-mart with Shopee
Shopee is the leading e-commerce platform in Southeast Asia & Taiwan and aims to equip merchants with innovative marketing and data tools to optimise business performance and serve customers...
Carat: Pandamart, so much more, and more and more
In November 2020, many Malaysians had pandemic fatigue and were looking for ways to escape the boredom of WFH. Countless other grocery delivery services came on the scene. Not yet a household na...
dentsu X: Heroes in the Sky with Disney Marvel Avengers
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 ...
dentsu X: Malaysia’s First Virtual Street Food Festival w...
At the end of 2020, the third wave of Covid-19 cases surged in Malaysia, resulting in a strict new lockdown. Tiger wanted to bring back the excitement of street food in this ‘new normal’ by usin...
dentsu Webchutney: Voice of Hunger with Swiggy India
Hunger manifests itself in different ways - growling tummies, salivating mouths and people who see food everywhere. That's why, when Instagram launched voice messages, we kinda thought it looked...