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Disney+ Fill in the Blanks

Entered in Innovative Media Buying Strategy, Local Campaign

Objective

The unaided awareness rate of Disney+ in the Turkish market was 5%, and there was a high-reach campaign target that would raise the awareness level of the platform with the launch. Therefore, OOH was among our priority channels. However, it was very important for us to be able to monitor and optimize the serious investment we will make in this immeasurable medium.The target audience for the launch was quite a mass due to its high reach target. Specifically for this project, people aged between 18-44 and who have a high potential to engage with our ads formed our core target audience.

Strategy

It was very important for us to be able to monitor and optimize the serious investment we will make in this immeasurable medium. In this direction, we wanted to reach people who do not see our outdoor advertisements, and we aimed to discover these audiences most inclined to interact with us, even if they do not see it outdoors, to make integrated optimizations by using this data. We benefited from Black C's Near technology in this two-stage project process. At the Disney+ launch, over 2,000 OOH points across Turkey were defined on the NEAR platform and measured in real time. The data of the people who saw the outdoor advertisements were removed from the cluster, the people who had not seen the advertisements were turned into the target audience and our ads were shown by targeting from mobile. The locations of people who had not seen our outdoor ads but had high interaction with our ads when targeted on mobile were determined and these were included in the next phase of our outdoor plan as potential pins. In addition, movie theaters in these locations were included in our media plan, making us the first brand to make data-integrated optimizations thanks to Near technology.

Results

The campaign’s total reach was increased by showing ads on mobile to more than 1 M unique people who had not seen OOH ads. In total, there were 5.4 M impressions and 16,8 K clicks. The campaign performed 30% above the NEAR Turkey average in terms of click-through rate. During the campaign period, we increased our unaided awareness level by +20 points, achieving the highest increase among the launch countries in the relevant period.

Media

Video for Disney+ Fill in the Blanks

Entrant Company / Organization Name

Publicis Groupe Turkey, Disney+

Entry Credits