Campaign: LU

Briefing summary:

This new film is coming to cinemas on November 27th in Belgium. Attached and below you can find the full briefing:

1.      Create awareness for Vaiana 2 ​and reach 75% 1+ by campaign’s end.​

  1. Create impact and urgency to drive ticket sales ​(Cinemapp/in-cinema) to reach € 4,59 M GBO target.

 ​Positioning:  Feel the ocean breeze and enjoy the heath this winter. Set sail for your exciting holiday escape from Walt Disney Animation Studios.​

​Go on a brand-new and thrilling adventure full of surprises with Vaiana, Maui, Pua and Heihei in Vaiana 2 – an original story full of humour, action and bravery that will excite the entire family! ​

 

Target:

  • Core:
    • Families (parents & kids 4+)​
  • Broad:
    • Teens & Young Adults – General audience/moviegoers 13-45 – Disney/Pixar/Animation fans​ (more for social media targeting) – Musical fans (more for social media targeting)
  • Campaign dates : since we have different vacations during this period, we are going to work with different phases for some of the media (see picture ‘phasing’ attached).
    • TX date : November 27
    • Early PRE: October 21 – November 3 (Autumn Break)
    • PRE: November 13 – 26 è biggest pressure
    • POST: November 27 – December 4 (Black Friday)
    • SUSTAIN: December 20 – 30 è keep small part of budget to sustain (Christmas Break)

Strategy:

Different big ideas.  In function of this choice I suggest we add Malls or street network to have some coverage.

Direct: The Diamond Stadsfeestzaal Take over

Direct: OOH Banner – Kaaien, Antwerp - 250m²

Direct: TAKE OVER CITY2 - A la carte proposal

Direct: Elevator Walls XL – Antwerp-Central Station

Direct: Full Wrapped Corridor Pack – Brussels-South Station

Direct: Antwerpen, Meir 111-117

Direct: Brussels, Naamsepoort 1-3 -200 m²

Direct: Brussels, Muntplein 2/ Wolvengracht – 170m²

Direct: Brussels Rue Neuve 98 -BANNER - 110m² - Popup store possible below

Direct: Giant LED Antwerp Groenplaats - 20% SOT

Direct: 5 Malls Totem Network 10%

Direct: Malls Totem Network 10%

Direct: Loop’d

Direct: Loop’d

Direct: Cine Face2Face Digital National - 20% SOT

Direct: Cine Welcome Digital National - 20% SOT

Direct: Cine Foyer Digital National - 20% SOT

Direct: Frontline – Meir 8 Antwerpen – 45m² - 10%

Direct: Malls Big LED Screens City 2 - 20%

Direct: Live – Elite

Direct: Malls Totem Network 6,8%

Direct: Malls Totem Network 5,5%

*programmatic is not guaranteed, screens & contacts and CPM are best estimates and subject to change.