CREATORS BRIEF Pan-European Internet Advertising Campaign.

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Presentation 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 production copywriting in French adaptation in 1 language: UK hosting (3 months) reporting executable CD Expected deliverables for this brief

1.Create excitement (without mentionning Disneyland®) whats going on ? example: video teaser on the web with a dedicated url ( 2.Generate virality create buzz, viral marketing tools, send to a friend 3. Data collection registration through a game let your 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 collectionand 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 dont 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 receivedJanuary 1st Beginning of production Mid February Delivery Deadline Mid March On air date : teasing & reveal toolsApril Removal dateend of May Project milestones