Recap Audience Research Results Respondents are most familiar and comfortable with traditional advertising that is promoting
sentiment, though fun and engagement in content is highly appreciated too. They are most interested in a simple, yet imaginative visual style. They are most curious to the ‘biggest Disney castle so far’, and they are hoping to see environmental innovations (green energy, recycling/savings), the park’s nature and landscaping, as well as how Chinese cultures/history will be incorporated to the parks’ rides, light shows, and characters
Bottom line – I should make this Ad campaign >>>
The Treasure Hunt
Shanghai Disney Resort, a whole new world 1 Ambient Promotion 9.8ft sculpture featuring a built-‐in interactive screen (approx. 70”) located at Amsterdam Central Station 10 Print Ads 10 posters displayed in high-‐trafficked locations of Amsterdam; public transport stops/ stations, shopping & entertainment areas, financial districts 1 Online promotion a website (sign-‐up required) to submit answers, to acquire info and to book a visit to Shanghai Disney Resort
The Treasure Hunt
Shanghai Disney Resort, a whole new world 1.
Read instructions at Amsterdam Central Station and/or online at wholenewworld.disneyparks.go.com
2.
Find all 10 posters and remember (or capture) what you see
3.
Sign in at wholenewworld.disneyparks.go.com to submit your answers; you will be given 10 questions (1 question per poster)
4.
The answers are multiple choice and are related to what you can see and/or experience in China, Shanghai and/or in the new park
5.
By submitting the correct answers, you will unlock a treasure of your choice*, which you can pick up in a store or theater near you
6.
In addition, if you have submitted the correct answers, you will have a chance to win, amongst others, an all-‐inclusive arrangement for Shanghai Disney Resort with your family and friends * Check treasures, FAQ, and terms & conditions at wholenewworld.disneyparks.go.com
sculpture/interactive screen A real-‐size peach blossom tree* surrounded by an extended field of grass (lawn) Ancient-‐style stone bench WITHOUT the figurines; it should invite people to sit down and relive the iconic scene from Mulan A built-‐in interacGve touchscreen in the grass, featuring treasure hunt instrucGons and park impressions Undecided: real or fake tree + grass
* the actual park will feature a pathway surrounded by peach trees in the water area in front of the Castle, see next slide’s rendering
Park renderings
To be displayed on the interactive screen
posters
2 Visual styles: photo-‐collage & abstraction/minimalist Merging Disney/Pixar characters with Chinese/Shanghai highlights Reveal teasers/clues of what to see and experience in the new park Undecided: Implement Chinese contemporary art(ists) and/or Dutch design(ers)? à adds different connotations that Disney/Chinese government might not want? Also undecided: Write copy for the posters? PRELIMINARY POSTER DESIGNS >>>
“a whole new world” website
Same look as <disneyside.disneyparks.disney.go.com>
Opens in 68 Days
Though 89% of the respondents don’t follow any Disney-‐related social media sites, I won’t promote Disney’s social media. The problem for Disney’s social outlets doesn’t seem to be the amount of active followers (which is huge), but it’s the lack of diversity (in both demographics and communication) amongst its followers. I’m hoping that consumers’ curiosity will be triggered by the treasure hunt, and the answers they acquire. 44% indicated that they have become more interested in Shanghai Disney Resort after reading a concise description of the park’s features. This outcome suggests that they’re likely to look for the latest news on the park after completion of the treasure hunt (or even during their quest, as they might want to look for clues). I will only implement ‘share’ and ‘like’ options on the website upon a successful submission of the answers.
Logo + typography Sculpture/interactive screen
<Arsenale White> for Oneliners, digital and print
_______________________________________
Posters + Website
<Couture Bold> for (Sub)headings on website and interactive screen
_______________________________________ <Corbel> for instructional text and descriptions on website and interactive board
Color Palette
From Ann Masters’ “Disney Color Story”; To be applied to all materials alongside black and white