Cannes Lions

DISNEY CHANNEL'S JET SET GO CONTEST

THE WALT DISNEY COMPANY INDIA, Mumbai / DISNEY / 2013

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Overview

Entries

Credits

OVERVIEW

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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