Changing weather triggers Disney out-of-home campaign to promote launch of new movie

Disney has used the changing weather to drive an out-of-home campaign to promote its new movie, Inside out, which has just hit cinemas.

In partnerhsip with m/six and Clear Channel, the animated executions which appear across Singapore, change based on the weather conditions.

Technology that sits behind the creative pulls live weather feeds from the National Environment Agency website, with all five charactersised emotions which appear in the move – joy, fear, anger, disgust and sadness – changing base on the conditions.

Each has three executions and automatically appear depending on whether it’s wet, sunny or “in-between”.

When the NEA weather reading indicates ‘rain’ within certain parameters, the creative copy switches to the rainy weather set. When it’s sunny and the temperature rises above 30°C, the program switches to display the sunny weather set of creatives.

Walt Disney Studios Singapore marketing manager Rachel Fong said “We wanted a platform that will vividly showcase the Inside Out emotions reacting in different situations. Play network provides the perfect solution, and we’re excited to see consumer reactions and look forward to more innovations on this platform.”


Jamie Lewin, head of strategy for m/six Asia Pacific, added: “It’s incredibly exciting to challenge the convention of the format, and bring the dynamism of digital to a traditional yet impactful medium.

“In doing so, we make it both more engaging for the consumer, and more accountable for Disney.”




Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing