Avengers: Endgame

The context

The highly anticipated release of Marvel Studios’ Avengers: Endgame in Singapore led ticketing sites to crashing during the online pre-sale, which translated into many fans being unable to get tickets.

The challenge

The challenge was to get every Singaporean to watch Marvel Studios’ Avengers: Endgame as soon as possible after the official release date.

The human truth

Everyone wanted to watch this movie ASAP because, you know, FOMO. And while going about their daily lives, many Singaporeans were missing out on the possibility to get tickets to actually watch it way sooner than they thought.

The idea

The idea was very simple: to end the wait to watch this movie by turning everyday waiting moments into opportunities to buy cinema tickets.

The execution

To end the long wait to watch this movie, we targeted Singaporeans while they stood in actual waiting areas (bus stops) near cinemas where the movie was to be screened. We generated offline-to-online and on-ground ticket sales with a circuit of 100 DOOH contextual displays (50% of the total DOOH screens available in Singapore).

From the day of the official release onwards, the messaging was updated to a live feed on ticket availability, made possible with the first-ever theatre API integration into a DOOH display. Through a hashtag-triggered chatbot, users could also buy tickets on the spot.

The results

This activation was a total success. We not only achieved our objective and offered many Singaporeans the possibility to get tickets and watch the movie sooner than they thought they would, but our client was also very happy. Why? Because they saw an 11% increase in visits to theatres near the DOOH screens, but also because the overall amount of ticket sales increased by a 20% and the chatbot ticket sales by a 35%. Our media partner also shared some findings: the attention time for these ads was 126% higher than the average campaign. In total, Avengers: Endwait gathered 267k on-ground impressions.