With ZON you have more Disney
Two main objectives. First, to communicate a new product launch, a premium channel – Disney Cinemagic. The channel is communicated as the “Disney Family Movies Channel”, although it also carries series made from Disney movies. Secondly, to communicate that Disney Channel, once a premium channel, is now available as part of the ZON basic package. ZON now offers two Disney channels, one premium and the other basic.
The campaign concept is “With ZON you have (two times) more Disney”, at the same time reinforcing the perception of ZON as the only operator offering two Disney TV Channels: one, a new premium pay TV channel and the other a channel included in the basic package, the two available to all ZON subscribers with digital set top boxes.
The marketing objective is to win the loyalty of the present premium Disney subscribers, sustaining a possible churn trend that could result from the fact that the premium channel is now available as part of the basic package. To offset a possible negative perception , premium subscribers now get two Disney channels for the price of one.
The campaign was based on the premisse “if you’re ZON you have a lot more Disney”. Disney imagery was brought into the campaign. The taglines reinforced the message that the ZON subscribers get Disney in pairs.
The campaign core is a TV ad. A prince gallops on his white horse towards a castle with two towers only to find that instead of one there are two princesses in need of help.
Objectives and target group
The main target are the current premium Disney Channel subscribers. The objective is to persuade them to keep their premium subscriptions. The message is: the new Disney premium channel – Disney Cinemagic -- is a value channel, it really is a premium channel.
The second target are the basic package subscribers that did not subscribe to the Disney Channel. The objective is to persuade them that their package has improved in value with the inclusion of a Disney channel.
Almost every media available was used. Broadcast TV and cable and satellite channels, radio, press, outdoor, web, point of sale, and direct mailing to the former premium Disney Channel subscribers.
TV: Broadcast TV to reach a mass market audience and to deliver the desired frequency, in a very short period of time (4 weeks). One 30” spot.
Direct Mail: A DVD with info about the new premium Disney Cinemagic, including movie cinema trailers with plus stickers of the major Disney Cinema properties was sent to the former premium Disney Channel subs. These were sent at the beginning of September. At the same time, the new Disney Cinemagic was freely available to all ZON subscribers with a digital set top box for a period of time.
Radio: One 30”spot.
Press: Magazines and newspapers with affinity to target.
Outdoor: Nation wide outdoors plus one large outdoor banner at the centre of Lisbon.
Web: Half banners, Mrec, Leaderboard , Sky scrapper
Execution and implementaion
The campaign promoted the new premium channel, Disney Cinemagic, with all the best movies and shows, to communicate that the Disney Channel was now available to everybody. The message is that ZON is the only Portuguese pay TV operator with two Disney channels.
The communication strategy was developed upon the Disney world, a world full of magic that was transposed to all the materials. The TV ad and the layouts all conveyed the same message. It became inescapable to consumers that if they are ZON subscribers they will have twice the Disney channels.
The adaptation of Disney world – with all its magic and fun - to the ZON advertising was very well perceived by our target audience that immediately grabbed the message.