creators brief pan-european internet advertising campaign
TRANSCRIPT
CREATORS’ BRIEF
Pan-European
Internet Advertising Campaign
• Planning for the creation of teasing tools and 3 mini-sites
• Design concepts
• Total pricing with breakdown: elements productioncopywriting in Frenchadaptation in 1 language: UKhosting (3 months)reporting executable CD
Expected deliverables for this brief
1. Create excitement (without mentionning Disneyland®)what’s going on ?example: video teaser on the web with a dedicated url (www.pretpourlegrandsaut.com)...
2. Generate viralitycreate buzz, viral marketing tools, send to a friend
3. Data collectione-mail registration through a gamelet your email and you will receive further news about what happened...
Teasing tools Communication Objectives
1. Awareness
– create and increase awareness in a quick way – communicate the urgency (“be the first one to experience this thrill”)
and the challenge (“drop in if you dare”) – Give legitimacy & depth for positioning Disneyland® Resort Paris as there is
something exciting for Younger Disney Adults
2. Data collection and virality
Attracting game and goodies for Young adults, enewsletter registration, send to a friend...
Reveal Communication Objectives
• From “Blairwitch” to “Scary Movie”• Specific atmosphere with special effects• Fun (even big adreline rush foreseen) : dedramatize the big thrill, not to show it in a
too scary way• Interactivity• Direct tone (ie Young Adult) : not to be kid oriented• Challenge message • Disney / story telling• The bell man is an important character to use
Tone & Manner
• The Twilight Zone Tower of Terror™ is located at Disneyland® Resort Paris (we don’t communicate on Walt Disney Studios®)
• Set up a specific thrilling (without being scary), exciting and fun atmosphere
• Target representation: show creative with this target group• Specific creative assets (logo, text, key visuals, supporting graphics)• Leverage depth of story vs pure thrill (Disneyland® competitive
advantage vs Asterix, Alton Towers, …)
Creative Mandatories
• Pitch answers to be received January 1st
• Beginning of production Mid February
• Delivery Deadline Mid March
• On air date : teasing & reveal tools April
• Removal date end of May
Project milestones