Disney+ has broken new ground in Out of Home advertising in Ireland with the launch of its latest film, TURNING RED. In a media first, the streaming service has teamed up with Mediaworks and Source out of home, part of PML Group, to become the first campaign to use Amplify, Global’s platform for 3D digital outdoor content in Ireland across its large format digital network.
The 3D advertising for TURNING RED features on Global’s dX screen in Dundrum Town Centre, the country largest shopping mall. The creative introduces the movie’s character Mei Lee, who “poofs” into a giant red panda when she gets excited, making it perfect for the 3D treatment.
The Dundrum 3D creative forms the centrepiece of a wider Digital OOH campaign in the run up to the movie’s March 11th release date and includes retail and roadside digital panels. This strategy enables Disney+ to create impact around the launch, drive brand awareness and influence choice among the movie going target audience.
“Disney+ are truly delighted to be first to market in Ireland on the exciting new Amplify platform. We are thrilled to partner with Mediaworks and Source out of home to introduce the latest Pixar movie TURNING RED to our Irish audiences in such a unique and innovative way, when it launches on the Disney+ platform on March 11,” says Rob Guckian, brand marketing manager, Disney+.
“We are excited to be working with Disney+ and Source out of home on this new innovative media first 3D screen, for the launch of TURNING RED onto the Disney+ platform. OOH has always played a big part of our Disney+ campaigns since launch and delivers the awareness and impact while helping to bring the creative message to life. With the launch of Amplify into the Irish market it opens up even more opportunities for us to deliver impact and cut through for Disney+ through OOH,” says Phoebe Laing, business director, Mediaworks
According to Louise Enright, director, Source out of home: “This innovative 3D solution is the latest development in the ongoing transformation of the OOH channel. It’s an exciting time of change and we are thrilled to be at the forefront of this initiative alongside Disney+, Mediaworks and Global. The OOH launch campaign for TURNING RED will certainly be one to remember.”
“Confidence in the market is returning rapidly and it’s timely that we explore and develop new ways of delivering impact for our clients. The key ingredients to achieving a great 3D effect are imaginative content and large full-motion LED screens, and this Disney+ campaign delivers on both,” adds Colin Leahy, managing director, Global.