How do you increase vistors to a theme park when unemployment rates hover around 10 percent and the national economy has flat-lined?
That was the challenge facing communications company BETC Euro RSCG
last year in its work for Disneyland Paris. The solution: create a crowdsourced social media campaign that reminds families of what Disneyland actually represents. Parents across Europe were asked to film the moment they told their children they would be going to Disneyland, with the footage then turned into a series of television spots on the theme, “The Magic Begins the Moment You Tell Them
Results: a new attendance record for the park in 2011 and the gold medal at Euro RSCG Worldwide’s 11th annual Creative Business Idea® Awards.
“With BETC’s campaign, ‘The Magic Begins the Moment You Tell Them,’ we found a very true and powerful insight,” said Federico Gonzalez, SVP, marketing and sales, Euro Disney and Disney Destinations EMEA. “It goes beyond marketing, nothing is made up; it is the genuine response of children.”
“We tapped into families’ very personal experiences
,” added François Banon, vice president, communication, Euro Disney. “Parents filmed their kids’ reactions to the announcement, and the reality was more amazing than anything we could have planned. The strategy proved to be effective on every communication channel.
Stephanie Pitet, cofounder, Pitchville, and one of 20 international search consultants who made up the judging panel at this year’s CBI Awards, said: “The Disneyland Paris work is part of the growing trend of user-generated content, and it’s done here to perfection. The Disney brand embodies the values of family happiness and magical moments together—especially, for parents, those irrecoverable years when their children are young. By sharing the genuine and joyful reactions of real children upon learning of the family adventure to come, these spots are refreshingly real and honest—and create a sentimental association with the brand.”
“Just over a decade ago when we put Creative Business Ideas® at the heart of everything we do, creativity and business effectiveness were seen as being at opposite ends of the spectrum,” said David Jones, global CEO of Havas and Euro RSCG Worldwide. “Now creativity is a boardroom topic, and, in a world in which you can no longer buy attention but instead have to earn it, those brilliant ideas that engage, entertain, cut through, and drive profitable growth have never been more sought after. The Creative Business Idea Awards celebrate those very ideas, and it’s great to see how digital and social are at the core of this year’s winners.”