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Disney - Descendants

Disney - Descendants

Disney Descendants

The Brief

To drive ratings to the premier of the Disney Channel Original Movie, Descendants. The story is centred around the sons and daughters of Maleficent, The Evil Queen, Jafar and Cruella De Vil. The plot follows these teenagers adjusting to life outside the Isle of the Lost, while on a mission to steal the Fairy Godmother's wand and free their parents from captivity.

Disney Descendants

The Solution

We delivered high impact richmedia solutions that made good use of video and character lead content and we delivered creative that reflected a big cinematic launch moment. The OOH campaign was made up of 12 animated pieces, that targeted key day parts across a national media buy. The campaign was also supported my experiential activity at the O2 and side of stage screens for the One Direction UK tour.

Disney Descendants

The Results

The ratings for the premier delivered viewing figures in excess of 500% above the ratings target, with consolidated figures at a staggering 2200% above the benchmark ratings.