MINISO x Toy Story 5 Aerial Drone OOH Activation at Central Park Mall Jakarta

When OOH Moves Into The Sky

Out-of-home advertising is no longer limited to static surfaces.

The MINISO x Toy Story 5 activation at Central Park Mall Jakarta demonstrates how far the medium has evolved.

Created by billups in collaboration with V2 Indonesia, the campaign used flying LED drones to transform the sky into a dynamic storytelling canvas.

The result was a live aerial spectacle that blended entertainment, technology, and brand storytelling.

Aerial Storytelling As A New Media Layer

Traditional OOH relies on physical structures: billboards, screens, and installations.

This execution removes those limitations entirely.

By moving into the air, the campaign expands the canvas beyond architecture and into open space.

This shift turns the sky into a temporary media environment where branding and entertainment merge in real time.

Entertainment IP Meets Real-World Experience

The collaboration with Toy Story 5 brings a familiar entertainment universe into a physical retail environment.

Rather than simply promoting the IP, the activation turns it into a shared public moment.

This approach strengthens emotional engagement by connecting audiences with recognizable characters in an unexpected format.

The experience extends beyond passive viewing into live participation.

Technology As The Creative Driver

At the center of the campaign is drone-based LED technology.

These aerial units create coordinated visual formations that can be seen across large distances within the mall environment.

By synchronizing movement and light, the display becomes a dynamic storytelling system rather than a static image.

Designed To Generate Both Footfall And Digital Buzz

The activation was built for dual impact: physical attendance and online amplification.

On-site, thousands of visitors gathered to watch the aerial performance.

Digitally, the spectacle naturally translated into shareable content across social platforms.

This dual-layer strategy reflects a growing trend in experiential OOH: designing for both real-world and virtual visibility.

Global Network, Local Execution

The project was delivered through a collaboration between billups and local partner V2 Indonesia.

This structure highlights how global media networks rely on local expertise to execute technically complex activations.

The combination ensures both creative ambition and operational precision in execution.

Why Drone OOH Matters

Drone-based advertising represents a shift in how brands think about space.

Instead of competing for fixed physical locations, brands can now activate temporary aerial environments.

This increases flexibility while dramatically expanding scale and visibility.

What Brands Can Learn

• OOH is evolving beyond static infrastructure into dynamic environments.
• Aerial media expands storytelling into previously unused space.
• Entertainment IP increases emotional resonance in experiential activations.
• Tech-driven executions naturally amplify social media reach.
• Local partnerships are essential for complex global campaigns.

Final Reflection: The Sky As A New Billboard

The MINISO x Toy Story 5 activation shows how OOH continues to evolve beyond traditional limits.

By using drones as moving light sculptures, the campaign transforms the sky into a temporary media platform.

It’s a clear signal that the future of OOH will not only occupy space—but create it.