Disney has launched many successful films, but Zootopia represented a first for them in many ways:

• It was the first animated film not aimed primarily at a children’s audience but rather focused at millennials. This required new insights, and meant that we had to cast our net wider. While parents were still important, we had to speak directly to millennials in channels and formats they would think was cool.

• It was the first film that would release in Asia before the rest of the world. The implications of this were significant for our client as they wanted to prove that an early Asia release was a valid strategy going forward. In short, it wasn't business as usual and we had a lot to prove if we were going to build the momentum that would make Zootopia a global hit.

Following our idea of bringing Zootopia into the ASEAN, each market evolved independently. Building from our hero content, we developed stories and engaged customers in their favourite social channels (Facebook, Instagram, Twitter) and around the topics that mattered in their location.

We shared salutations for EDSA Day. We tapped into pop culture like the hit band The Sam Willows in Singapore, and the TV show “Rap Is Now” in Thailand. We spoke to audiences at key times and with messages that fit their daily activities, like when we shared a video of Chief Bogo telling people to “Get Back to Work” just after lunchtime.

In the end, we created 436 unique pieces of content and generated 371M engagements with people liking, sharing, even participate in singalongs to Shakira – all to help spread the excitement.