Disney+ Singapore – Moonlight in the City

Disney+ presents "Moonlight in the City" – a year-end holiday campaign showcasing its expanded foray into Asian entertainment with must-watch titles from local creators across the region. While Disney+ is widely known for its Hollywood hits from Disney, Pixar, Marvel and Star Wars etc., the challenge was to also promote Disney+ as a destination for Asian entertainment while creating brand love amongst the Singaporean Chinese audience specifically.
Presented as a musical gift for the holidays, the short film is soundtracked by a reinterpretation of "Moonlight in the City" by Singaporean singer Mavis Hee. Of note, Mavis Hee was one of the top Chinese singers across Asia in the 1990s before she unexpectedly retired at the peak of her fame in the early 2000s. A musical icon to this day – and highly reclusive and selective of the projects she now takes on – she graciously accepted the invitation from Disney+ to re-record one of her greatest hits "Moonlight in the City". A ballad about love and longing in the city, it is the perfect accompaniment to set the mood and context of the short film – which features locals of all ages and walks of life singing along to the well-loved ballad, while enjoying Disney+ amidst the familiar heartland landscape of Singapore.
Released on social media and as digital ads, with cut downs for TV and OOH, the campaign received high and positive social engagement from Singaporeans – reaching even China and the Chinese diaspora around the world etc. The campaign was also widely covered in the press, lauding the “surprising, touching and magical” collaboration between Disney+ and Mavis Hee. All in all: driving brand love, subscriber consideration and awareness of the Asian entertainment now available on Disney+ in Singapore.