When asked, people connect famous movies to specific scenes whether they have seen it or not. These iconic scenes have become a movie reference like the "I'm the king of the world" scene from Titanic or the "Bond. James Bond" scenes from the Bond franchise.

Beauty and the Beast also has its truly iconic scene: the ballroom dance where Belle and the Beast share the most romantic moment of the story dancing to "Tale as old as time", one of the most beloved Disney songs ever. The setting, the music, the swirl of the dance and the costumes have created a capital of magic and romance - an asset that only Disney can draw on.

Confirmed when analysing movie talks in social media we knew: The scene would be a shorthand for the magic of the new film, and reminding people why they loved the film in the first place.

The iconic scene was featured throughout our ad placements on all channels. Time for the grand finale of our campaign! In a world’s first we were able to place this new film front and centre of one of Germany’s biggest TV shows for women, giving us the kind of thematically fitting visibility and impact most brands can only dream of: the iconic dance was part of “Let’s Dance”!

On screen we could follow how the contestant couple talked about the scene and prepared for the routine; how excited they were to compete with this dance from a beloved movie. And of course how they were immersed in the movie, dressed in the correct costumes and performed the dance to the famous Disney song. Their magical and romantic performance was the perfect finale of our campaign and managed to inspire German women to go see the movie.

Beauty and the Beast is Disney's most successful live action fairy tale to date with more than 3.4 million visitors, surpassing the admission goal by 85%. Further, it was even outperforming Fifty Shades Darker at the box office - ranking number 4 of all 2017 movies in Germany.

The live placement of the ballroom scene in the TV show proved to be a perfect fit: 59% of the viewers of Let's Dance stated that they wanted to see the movie because of the placement. Even among those who did not know about the movie, 35%.

That's creating magic with a product placement!