Cannes Lions
THE WALT DISNEY COMPANY INDIA, Mumbai / DISNEY / 2013
Overview
Entries
Credits
Execution
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 Channel
Step 2: Look out for the Mickey plane on your TV screen
Step 3: Give a missed call to earn points
Step 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.
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