![]() Not only would the premium environment and content influence rational and emotional brand perceptions, but using cinema they could target stores within metres, not just drivetime minutes. Cinema was the answer and became the driving force of Ernest Jones’ Christmas plan. Premium for the masses, brought to you locally, was therefore the idea for the campaign. ![]() ![]() Relying on heritage alone would not be enough as a growing number of digital-first competitors were beginning to push the brand down shopper’s consideration list.Įrnest Jones needed to tell a story that explicitly stated their luxury and premium credentials, both nationally and while supporting individual stores. Ernest Jones was not exempt from the pressure. Ernest Jones’ premium campaign cleverly aligned to cinema’s premium environment to deliver really strong results including an impressive uplift in local sales.”Īn already suffering UK High Street was dealt a further blow, as 18 months of stop-start lockdowns and endless changing restrictions put further pressure on bricks-and-mortar retailers in Q4 2021. “A smart and tactical use of the cinema medium to create a highly targeted, bespoke piece of activity. 'The End Frame is Just The Beginning' Ernest Jones/Bountiful Cow Creating a ‘jump out of your seat’ moment befitting of The Walking Dead series.īy targeting horror at the cinema with a shocking, bespoke ident, Disney+ created an affiliation that surprised its audience and shifted perceptions, with results showing that the campaign delivered a significant uplift in Disney+ being seen to have ‘great content for adults’. The creative ratcheted up the tension as the breathing continued, peaking with a heart-stopping moment where a zombie launches towards the screen. After being plunged into darkness, the audience were left with a chilling sound of panicked breathing that was played in surround sound so that they didn’t know where it was coming from. Building on a standard 30” Gold Spot creative for The Walking Dead, Disney took advantage of a captive audience in a dark auditorium and built anticipation and imagination by overly stimulating the senses. Publicis Imagine, Disney+ and DCM Studios created a 40” ident that played with the audience’s imagination through the power of 5.1 surround sound and a black screen, rather than relying on visuals. By securing Gold spots adjacent to big horror hits Censor, Night House, The Candyman, and Don’t Breathe 2 they ensured the exact target audience was reached.Īppreciating that the power of a good horror often comes from the audience’s imagination rather than visuals on screen, Disney+ realised that cinema was the perfect medium to harness this. With the final series of the hit zombie thriller, The Walking Dead, becoming exclusively available on Disney+, Disney needed to shift perception that the service was not just for families and kids.ĭisney+ ran a 30” gold spot brand ad and 40” ident across national Cineworld, Odeon and Vue cinemas for maximum reach of its Adult Streamers audience. It was a really powerful, brave and innovative use of the channel, making it an engaging and impactful experience for the captive cinema audience.”Īfter launching in March 2020, Disney+ had quickly become established as a family entertainment streaming service in the UK. ![]() ![]() “This campaign was a brilliant example of using cinema’s unique and immersive environment to target a specific audience to drive a change in brand perception. 'Frighteningly Good: How Disney+ jump started their 18+ audience' Disney+ The Walking Dead/Publicis Imagine ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |