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BRIEF
Disney+, the digital broadcasting platform of The Walt Disney Company, was to start broadcasting in Turkey on June 14, 2022. For the launch strategy, Disney+ has designed a big and bold campaign.
TARGET AUDIENCE
Celebrities, artists&actors, influencers, entertainment-media-advertising-communication business, C-level managers & company owners of Turkish giant companies
OBJECTIVE
For the launch strategy, Disney+ has designed a big and bold campaign to announce it in a way that befits the expectation it has created in the Turkish digital broadcasting market.
In the campaign communication, it aimed to convey the message that “there is content for everyone on the platform (safe content area for children, thousands of hours of movies, series, documentaries, entertainment content for adults)”, to create the feeling of "I will miss something if I do not become a member", and to position itself as a leader in the market.
CREATIVITY
The campaign was designed on the vision of Disney+ being perceived not as a good challenger but as a market leader.
It needed to differentiate itself in a market where everyone was talking about content, producing original content, and audiences were not very aware of the content ecosystem.
To achieve this, a creative strategy was built on the basis of Disney+'s already popular content that never lost its popularity. In the launch event to be created, it was aimed to create and combine all content with this power;
The newest, trendy place in Istanbul,
Treats and cocktails to be designed with inspiration from Disney+ content,
Experience corners consisting of contents from Disney+,
An unforgettable symphony concert with Disney+ soundtracks,
Turkey's most powerful and popular popstar was brought together under this roof.
The launch event to be created with this combination would share the message "the best of today, tomorrow, all time, everyone at Disney+" to the market&target audience.
EXECUTION
On the evening of the broadcast day, a magnificent night that will not be forgotten for years was designed in Tersane Istanbul, where permission was obtained for an event of this scale for the first time. At the launch party where the leading names of the industry were invited, magical experience areas consisting of Disney, Pixar, Marvel, Star Wars, National Geographic and other entertainment content, and special treats and cocktails prepared for the night were welcomed. After the opening speech of Çagla Sikel and TWDC GM Cenk Soner, IFMO (Istanbul Film Muzikleri Orkestrasi – Istanbul Movie Musics’ Orchestra); they presented an unforgettable concert with a 60-person symphony orchestra under the conductorship of Kerem Esemen, with a special selection arranged by Esin Aydingöz, compiled from Disney movie soundtracks. Then, Turkey's megastar Tarkan took the stage and announced that he was the brand ambassador of Disney+.
EFFECTIVENESS & RESULTS
This event was designed in which those who were not invited would be asked to participate.
The impacts of this special night, attended by approximately 2,000 special guests, were featured in digital and print media for a long time; There was a wide range of organic posts about the night on social media. After the launch event,an effect was created that supports the subscription-access goal of the platform and creates demand in the target audience.
Nomination Title: Disney+ Turkey Launch Event
