Talon Singapore worked with One Cool Pictures in Hong Kong to deliver a multi-site, multi-language campaign for the launch of Warriors of Future on Netflix.
The Talon APAC team selected iconic OOH locations in London, New York, Taipei and Tokyo for a lead up campaign. This strategy of iconic locations with tailored creative, synced screens and duplicate creative produced an impactful, domination effect in each location.
The images of the sites would also be used across social media to extend the campaign to online.
Storm Cromination – London was placed for its stunning, huge quality synced, large format digital screens exposed to a large volume of traffic that passes frequently. Each hour, one brand has 100% SOV with a creative change every 10 seconds. At night there is an additional colour illumination that truly makes the site stand out.
Taipei Arena Taiwan – Taipei Arena is the home of large events, exhibitions and concerts. It is also a spectacular canvas for an OOH campaign. Arcing almost 180 agrees, this full motion set of screens, allows for visibility from multiple angles. At night, the screen stands out for not only pedestrian traffic, but vehicular traffic. It can also play sound for additional impact. It is a great canvas for any creative wanting to custom design for a location.
Times Square, New York+ Sync Nasdaq + Midtown Financial – New York is synonymous with OOH, especially the screens closest to Times Square. For this campaign, the sync combination of the unique Nasdaq Screen and Midtown Financial screens was used to create a larger impact on the famous intersection. These screens require special creative to allow for the windows on the Nasdaq building and also the curved screen and spire in Midtown Financial.
Shibuya ‘Scramble’ Crossing, Tokyo – The five synced screens at the famous Shibuya Scramble were a highlight. This campaign used five digital screens and two static digital screens using the same creative in the spot and alternating. This created a domination effect each time it played. Sound in this area can also be used, and if a sonic-trigger is used enough, or an effective jingle, audio cue, it can add to the overall effect.
After just 3 days online, Warriors of Future was the 4th most viewed movie in the world (non-English) on Netflix official website! It was also the first Asian movie to break 80 million at the Box Office and was the number 1 movie for the Asian Box Office.
“Talon provided us with professional advice so we could explore all options that lead us to a successful campaign. We are very happy with Talon’s OOH services. Their media owner relationships and communication made our lead time more efficient. The campaign results were excellent with our film, Warriors of Future in the Netflix Top 10 for two weeks consecutive in the non-English speaking movies, with over 24 million viewing hours. We will work with Talon again for our future campaigns.” – Ella Wong, Chief Financial Officer, One Cool Group
*Box office data source: Hong Kong Box Office Ltd.