OBJECTIVE:

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.

IDEA:

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 -

Step1: Watch Disney Channel

Step2: Look out for the Mickey plane on your TV screen

Step3: Give a missed call to earn points

Step4: Go to step 1

First ever Disney-branded plane unveiled in celebration of Disney Channel's Jet Set Go contest which sent a plane full of kids & families to the happiest place on earth, Disneyland!

-> 18% VIEWERSHIP UPSIDE

-> US$ 4 mn WORTH OF PR COVERAGE

-> Above all, 6 MILLION 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.