Disney has been an important part of millions of childhoods for decades. Many of us grew up watching Disney films and programs in the 90’s and early 00’s, when television and films became more accessible to everyone. The aim of this brief is to create a hyper-relevant brand that will be targeted at 16 – 30 year olds from Europe, Africa and the Middle East from all social economic backgrounds to celebrate Disney’s 100th anniversary.
AUDIENCE
The target market is 16-30 year olds, which fit into the Gen Z customer profile. To engage this generation, the approach of my campaign needed to be media based, as this generation absorb most media through social media platforms and will be the most effective way to cater to their consumer needs. A big problem with this generation is the need to stand out and show on Social Media how fun and important their lives are, this is shown by exclusivity, something that they can show they have or an event that they attended that not everybody could have the chance to go to. They have a ‘Social Media’ ego, which is beneficial to the brand trying to engage them and why Pop Ups and exclusive events are so popular. They are also large consumers of products and I need to find a way to make them buy products without forcing ideas of consumerism and advertising products.
PROBLEM
The challenge is that the target audience feels that Disney is not relevant to their lives now. I need to reach the audience on platforms that they use most, with rewards that cater to their consumer needs and show them that Disney is creating something specifically for them.
To resolve the challenge, I am appealing to the idea of nostalgia and the Social Media generation.
I aim to turn 90’s and 00’s Disney nostalgia into a campaign that will have lifelong relevancy to the generation that has spending power. I will be focusing my campaign on a series of nostalgic Disney popup Cinemas, appearing in parts of Europe, the Middle East and Africa.
INSIGHT AND IDEA
The insight for my campaign is that 16-30 year olds feel that childhood movies are not relevant to their lives now. To solve this, Disney will introduce Disney Cinema.
The idea of Disney Cinema is to relive the happiness of childhood memories by nostalgia, with an exclusive event available for those who participate in the campaign. The campaign will turn well-loved 90’s and 00’s Disney nostalgia into outdoor/popup Disney Cinemas in Europe, the Middle East and Africa. We will amplify the reach on socials using exclusive #DisneyCinema hashtag.
An outdoor cinema reflects nostalgia from the 90’s and is a fun activity to do when you’re young with friends and family. I believe these events will make Disney more relevant to the lives of the adults today. The campaign will show that Disney can still hold an important part of adults lives and help make memories in the present and not just the past.
VISUAL CONCEPT AND TAGLINE
My tagline is “Relive the magic”, which is short, memorable and communicates the intent of the brands campaign. For my visual concept, I will use a blue, purple and pink colour scheme with golden text and details. These are the traditional colours of Disney, so the audience will make an instant connection to the brand, even without the presents of the Disney Logo. This will also help build brand recognition. Golden text and details adds a feel of excitement; something special and high quality, which are the values of the Disney brand.
DIGITAL EXECUTIONS
The campaign idea is to offer exclusive rewards and prize draws to participants who post a dance/sing along video to nostalgic Disney songs using the #disneycinema hashtag on Instagram and TikTok.
Paid media:
My digital executions include paid advertisements on social media platforms such as Facebook and Instagram. I created two examples of what these advertisements will be like, designing both still and video ads.
Below are examples of paid media on TikTok. Audience members who participate in the campaign will be in the chance to win rewards and will be entered into a prize draw when they post a dace or sing-along video the exclusive #DisneyCinema hashtag.
Paid media will also include advertisements on Facebook (bottom left) and Instagram (bottom right). When the user clicks on the ad or “learn more”, they will be directed to Disney Cinema’s owned social media account, where they will find more information on the campaign and how to get involved.
Owned media:
Owned media is also necessary to keep current Disney fans engaged and involved in the campaign, to achieve this, I created a prototype of Disney’s Instagram page, which includes throwback videos, quizzes and countdowns to the opening of the first Disney Cinema popup. Owned media on Instagram is vital for brand recognition, and helps with earned media. By offering exclusive rewards to customers who participate in the campaign, people will be sharing their prizes using the hashtags #Disneycinema and #Disney100th.
Below is a prototype of Disney Cinema’s owned Instagram account.
In addition, customers can upload videos on Tik Tok singing and dancing along to nostalgic Disney Classics. Those who do this and use the exclusive hashtags will be entered into a prize draw, with the chance to win VIP seats for their family and friends for Disney Cinema. Below are examples of audience involvement in the campaign on TikTok and Instagram.
PHYSICAL EXECUTIONS
My physical executions include advertisements in tube stations, bus stops and other high profile places where people are likely to commute.
Digital billboards: Advertisements will appear on digital billboards in city centres, high streets, bus stops and other high profile areas.
Transport: During commuting, people are less likely to be on their phones, especially while on the underground as there is no wifi or data available. This means people are more likely to absorb their surroundings.
PROMOTIONAL VIDEO
My promotional video will mostly be featured on social media platforms such as Facebook and Instagram as paid advertisements. Due to the platforms in which this promotional video will be displayed, the video had to be short to engage the audience immediately to stop them scrolling past. I have took into consideration the dimensions of the advertisement and adjusted accordingly to the social media platform and phone viewing.
Nadya Cheetham 