Walt Disney: DISNEY CHANNEL'S JET SET GO CONTEST

Credits & Description:

Advertiser: THE WALT DISNEY COMPANY INDIA
Agency: THE WALT DISNEY COMPANY INDIA
Category: Tablets and Other Devices
Advertising campaign: DISNEY CHANNEL'S JET SET GO CONTEST
Senior Designer: Biswajit Hajra (Walt Disney Company India)
Promo Producer: Trisha Batliboi (Walt Disney Company India)
Director: Vaibhav Kumaresh (Vaibhav Studios)
Assistant Manager - Marketing: Veena Dacosta (Walt Disney Company India)
Executive Director - Kids Networks: Vijay Subramaniam (Walt Disney Company India)
Director - Marketing: Bikram Duggal (Walt Disney Company India)
Marketing Executive: Chandni Saberwal (Walt Disney Company India)
Executive Director - Content/Creative: Arnab Chaudhuri (Walt Disney Company India)
Associate Director - Marketing: Pradip Thakker (Walt Disney Company India)

Client Brief Or Objective
Summer is undoubtedly the happiest time for kids, it’s about having fun, staying away from studies, joining summer camps, going away to a hill station, or just having the freedom to watch your favourite TV show all day long.The task was to establish Disney Channel as THE most exciting place for kids to be this summer. We needed a clutter breaking idea, which can draw kids onto the network, and keep them engaged throughout this peak viewership period.

Relevancy
This summer promotion was designed to engage kids between the age group of 4-14 years, a generation which loves the idea of gaming in any form, and hence the possibility of making television viewing an immersive experience by creating a game-play that involves point collection leading to a larger-than-life gratification. The endeavour was to glorify this ultimate gratification of a plane-full of winners to Disneyland and hence the idea of depicting typical Indian families from different regions across the country traveling together as one unit to experience the magic of Disneyland.

Implementation
DISNEY CHANNEL IS SENDING A PLANE FULL OF KIDS & FAMILIES TO THE HAPPIEST PLACE ON EARTH, DISNEYLAND!It’s NOT about 1-2 people winning, it’s a plane-full of winners, 1 everyday!It’s NOT about winning a trip to Disneyland, it’s about being part of this exciting journey of 33 families who will travel together to experience the magic of Disneyland!And it’s NOT complicated. All you need to -Step 1: Watch Disney ChannelStep 2: Look out for the Mickey plane on your TV screenStep 3: Give a missed call to earn pointsStep 4:Go to step 1

Outcome
-> 18% viewership increase-> US$4m-worth of PR coverage-> Above all, 6m contest entries, a participation level unheard of in the kids’ segment. The FREE missed call mechanic enabled kids from across the country to participate in the contest, with as many as 24 out of 33 winners from small towns in India like Hissar, Chandrapur, Bareilly etc.