To commemorate the launch of Max in Asia, Warner Bros. Discovery put on quite a show. The streamer made its debut in November across Southeast Asia, Taiwan and Hong Kong with regional activations across seven markets.
Grand Debut
In markets such as Malaysia, Indonesia, Philippines, Singapore and Thailand, as well as Taiwan and Hong Kong, the series of creative and immersive outdoor marketing efforts showcased the streaming service’s rich collection of content. From blockbuster movies to ground-breaking series, iconic hits, best-in-class real-life stories, family favourites and more, Max invited fans to feel, experience, and become part of the stories, connecting with local audiences through dynamic and culturally relevant campaigns.
Celebrating Its Shows
On November 19, Max celebrated its launch in Asia with a spectacular regional light-up moment across several markets. Scenes from Warner Bros. Discovery’s beloved brands and franchises, including Harry Potter, House of the Dragon, The Last of Us, Dune: Part Two, Godzilla x Kong: The New Empire, Aquaman and the Lost Kingdom, and Barbie were projected on prominent buildings and landmarks.
Market Centric Activations
Audiences were invited to join in local launch celebrations, where fans in the Philippines explored The Last of Us and House of the Dragon themed Christmas trees and were treated to a magical Harry Potter Christmas tree light up countdown by James and Oliver Phelps, followed by an amazing fireworks display. In Thailand, audiences were captivated by a life-size “Krathong” installation during the Loi Krathong Festival, as well as on-ground pop-ups inspired by Barbie, Dune: Part Two, Friends and Harry Potter.
Epic Takeovers
In Taiwan, pop-ups of iconic Warner Bros. Discovery brands including Game of Thrones and Harry Potter allowed guests to step into the world of their favourite shows. Upping the ante, Max also took over prominent train stations, transportation, billboards and building projections across Southeast Asia, Taiwan and Hong Kong, transforming daily commutes into Warner Bros. Discovery inspired journeys.
For its launch in Asia and to connect viewers in the region with Max, a series of creative social content brought iconic characters from Max’s loved shows into the heart of each market, incorporating characters into Asia’s vibrant culture, where characters ‘react’ to hyper local landmarks, dishes and cultural experiences.
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