Disney Pixar and Denstu enlisted the help of Opera Mediaworks to conduct a campaign in June 2016 to drive awareness of the box office release of Finding Dory. The objective was to create a mobile experience that would excite the target audience including children, families and Disney-Pixar enthusiasts to watch the film and drive ticket sales.

Trailers are key to drive audiences to the theaters but the challenge was that Indonesia has a 48% stall rate for mobile video. Also the Disney-Pixar team knew from their research that consumers would be more likely to watch Finding Dory in theaters if they build a connection to the characters beforehand.

The mobile ad aimed to reach and build rapport with the key Disney-Pixar audiences including children, families and Disney-Pixar enthusiasts.

There are 48.1 million Opera users in Indonesia and mobile phones are the center of Indonesian consumers lives but when video ad stall rates are around 48%, you need to ensure the technology can help you deliver the experience.

Opera Mediaworks’ Instant-Play™ Video with dynamic end card on smartphones brought to life the rich and detailed coral reef, the backdrop of Finding Dory. Disney Pixar and Dentsu recognized that Indonesian consumers were more likely to purchase movie tickets if they had a connection with the characters, therefore once users played the video to completion, the Dynamic End Card was served, allowing the user the opportunity to interact with the movie’s coral reef on their phone in a variety of ways including, video, pictures, Biography and even a translator from English to whale as well as reminder event to be added to the consumers calendar.

The campaign delivered a great consumer experience, but more importantly ensures that that consumers ‘got-to-know’ eight key characters - Dory, Nemo, Marlin, Destiny and others- before they even entered the movie theater.