Monica Crespo
Producer at Havas Sports & Entertainment
Madrid, Spain
TitleThe Most Terrible, Horrible Campaign
Agency
Campaign THE WORST CAMPAIGN EVER
Advertiser Disney
Brand Disney
Date of First Broadcast/Publication 2015
Business Sector Cinema Production
Philosophy In order to allow people to identify with the core message, we took the film’s plot and used it as the main idea in the campaign. We purposely created the most disastrous outdoor campaign. The OOH experiential strategy added the fundamental final touch to the 360º campaign by materializing Alexander’s bad luck in the imperfections of the billboards set up, forming in the process, a memorable and emotional connection between the person and the movie. 
Problem Creative ExecutionThe creative idea was entirely based Alexander’s bad day, on his jinxed luck, his incapacity to do anything right. ‘’Bad day’’ was the key concept behind the implementation of the idea on each of the different channels selected. In each case, we purposely botched execution, for example, trailers where presented upside down, with unusual angles, audio did not match the image on the screen, TV ads where overlapped with different programs, online banners where poorly made and full of mistakes, and finally, our key media channel launch, print and outdoor advertising was purposely botched, upside down, non-aligned and sometimes ripped.Insights, Strategy and the IdeaOur target audience consists of families, specifically parents and young teens (12-14 years old) that feel passion and loyalty towards Mickey Mouse and his creator, Walt Disney. An audience that expects not just be entertained and amazed, but also to feel special, in short, an emotionally connected audience. Media planning determined that the best channels to communicate were those where the consumer (parents and young teens) naturally touched the brand/product simultaneously, provoking an immediate demand from the kids (let’s go and watch this!). At first TV, radio, online, Cinemas and then OOH. 
Result Results and EffectivenessThis movie is a mid-to-low-budget production and as such, Disney was not expecting high returns from the box office. The notoriety generated by the integrated campaign resulted in the movie becoming the most viewed film in its category during the first month it was released (November 2014). It totally exceeded the client’s expectations as it surpassed the Walt Disney Company’s initial objectives by 13%. * ( Source : Rentrak 2014) . 
Media Type Case Study
Length
Chief Creative Officer
Creative Director
Art Director
Copywriter
Art Director
Account Director
Client Service Director
Account Director
Junior Account Executive
Producer
Producer
Producer
Producer
Web Programmer
Head of Theatrical Marketing Iberia
Marketing Department
Marketing Department
Marketing Department

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