| Advertiser | Disney |
|---|---|
| Sector | Technology |
| Buying route | AGP, Family Focus |
| Audience | Main Shoppers with Children |
| Sector | Entertainment |
| Target Audience | Mums with children aged 2-10 in the household |
| Package | Gold Spot (Alice Through The Looking Glass) & Family AGP |
| Creative Agency | Create Advertising |
| Media Agency | OMD |
| Duration | May-June 2016 |
Background
At the start of 2016, Disney launched a brand new subscription streaming service, Disney Life. The service provides an “all-in-one experience” combining on-demand access to classic Disney movies and TV shows as well as a library of Disney music, books and games that are regularly updated.
Facing competition from the already established likes of Netflix and Amazon Prime, Disney wanted to highlight the range of well-loved characters and stories that can be watched on the Disney Life.
The core objectives of this campaign was to raise awareness and increase consideration of the Disney Life service amongst the target audience of Mums who have kids aged 2-10 in the household.
Idea
The Disney Life activity was focused on promoting their range of film content, so Cinema was the ideal contextual environment in which to get this message across and drive consideration.
Disney were also interested in understanding the effect of running a campaign in the Gold Spot vs. in-reel advertising. To test this, the Disney Life campaign ran in the Alice Through The Looking Glass Gold Spot, and also in the main ad reel across all other Family films in the same period - including Angry Birds, Top Cat Begins, Teenage Mutant Ninja Turtles: Out Of The Shadows and The Jungle Book.