Zootopia
SOCIAL CAMPAIGN
Conquering nations through localisation
Southeast Asian millennials are a passionate bunch concerned with social issues like stereotyping, prejudice, and equality. Disney believed that Zootopia tackled the same issues and would appeal to this audience. However, it looked like a movie for kids.
It was integral for Disney to capture this market in order to have a successful first launch in the region—ahead of the rest of the world.
That’s why we employed a content strategy with a careful study of the local market—targeting media based on what local millennials were talking about.