Client

Disney

Deliverables

Qualitative

Quantitative

Strategy

Workshop

Year

2016

Unlocking Cinema

Walt Disney Studios approached Clear M&C Saatchi with a very clear brief. They needed a marketing strategy to grow cinema revenue and unlock untapped non-family audience groups through their animated titles.

 

Undergoing fresh qualitative and quantitative research, we conducted exploration around Tweens, Teens, and Young Adult behaviours and attitudes towards cinema. A robust marketing strategy explored the relevance of animation, developing actionable tactics to leverage functional and emotional drivers.

 

A workshop with the WDAS team collected internal knowledge and inspiration using the study as a springboard to unlock the challenge, using the upcoming Moana animation as the starting point for growth. Activation ideas centered around maximizing the cinema experience in Australia, rolling out successful executions across the world.