| Titre | The Most Terrible, Horrible Campaign |
| Agence | Havas Sports & Entertainment |
| Campagne | THE WORST CAMPAIGN EVER |
| Annonceur | Disney |
| Marque | Disney |
| Date de première diffusion/publication | 2015 |
| Secteur d'activité | Production cinématographique |
| Philosophie | In order to allow people to identify with the core message, we took the film’s plot and used it as the main idea in the campaign. We purposely created the most disastrous outdoor campaign. The OOH experiential strategy added the fundamental final touch to the 360º campaign by materializing Alexander’s bad luck in the imperfections of the billboards set up, forming in the process, a memorable and emotional connection between the person and the movie. |
| Problème | Creative ExecutionThe creative idea was entirely based Alexander’s bad day, on his jinxed luck, his incapacity to do anything right. ‘’Bad day’’ was the key concept behind the implementation of the idea on each of the different channels selected. In each case, we purposely botched execution, for example, trailers where presented upside down, with unusual angles, audio did not match the image on the screen, TV ads where overlapped with different programs, online banners where poorly made and full of mistakes, and finally, our key media channel launch, print and outdoor advertising was purposely botched, upside down, non-aligned and sometimes ripped.Insights, Strategy and the IdeaOur target audience consists of families, specifically parents and young teens (12-14 years old) that feel passion and loyalty towards Mickey Mouse and his creator, Walt Disney. An audience that expects not just be entertained and amazed, but also to feel special, in short, an emotionally connected audience. Media planning determined that the best channels to communicate were those where the consumer (parents and young teens) naturally touched the brand/product simultaneously, provoking an immediate demand from the kids (let’s go and watch this!). At first TV, radio, online, Cinemas and then OOH. |
| Résultat | Results and EffectivenessThis movie is a mid-to-low-budget production and as such, Disney was not expecting high returns from the box office. The notoriety generated by the integrated campaign resulted in the movie becoming the most viewed film in its category during the first month it was released (November 2014). It totally exceeded the client’s expectations as it surpassed the Walt Disney Company’s initial objectives by 13%. * ( Source : Rentrak 2014) . |
| Type de média | Etude de cas |
| Longueur | |
| Responsable de la création | Jose Antonio Nogales |
| Directeur de création | Gonzalo Tellez |
| Directeur artistique | Cristina Valle |
| Concepteur / rédacteur | Natalia Parra |
| Directeur artistique | Elena Vela |
| Directeur de clientèle | Elsa Sanchez |
| Client Service Director | Ruth Garcia |
| Directeur de clientèle | Ana Moraleja |
| Junior Account Executive | Macarena Couso |
| Producteur | Adrian Chinchilla |
| Producteur | Sonsoles Torres |
| Producteur | Monica Crespo |
| Producteur | Jaime Lozano |
| Web Programmer | David San Blas |
| Head of Theatrical Marketing Iberia | Marta Kowalska |
| Marketing Department | Lucia Rodriguez Sanchez |
| Marketing Department | Alejandro Vazquez Carus |
| Marketing Department | Alejandra Gonsalez Ducall |