The team aimed for high salience through the larger-than-life OOH sites on major thoroughfares, supported by high reach, high impact digital placements. With the increasing traffic on the road, we ensured our presence by tapping large LEDs along main roads. We’ve also leveraged countdown creatives by doing roadblocks during peak hours. To drum up anticipation for the film, we also invested on the biggest static site in the country.
Programmatic video had a total of 1.2M clicks (11.03%) and peaked at 14.07% CTR a week before its release
“The Philippines, obviously, is a standout market for us. It’s rare, but it’s the biggest territory for The Little Mermaid in Southeast Asia by far, our third-highest-grossing market in Asia-Pacific behind Australia and Japan, and our 11th-highest-grossing territory globally”
- John Hsu, Disney’s Senior Vice President Studio Business in Asia Pacific
