Disney+ Launch Broadcasts on Digital Out of Home
Disney’s long-awaited streaming service has arrived in Ireland. Building hype pre and post launch, Out of Home sites were awash with Disney+ messaging with a combination of traditional and digital formats hosting the campaign. The new platform has over 500 films and thousands of TV series from Disney, Pixar, Marvel, Star Wars and National Geographic.
It is reflected in the Out of Home (OOH) creative, produced by BBDO Dublin, that features the five entertainment brands, with designs showing iconic figures from each. Planned by teams in Mediaworks and Source ooh, OOH formats of note include 240 sheets, a Connolly Station Gallery, bus shelter wraps and a domination at the East Link bridge.
To create pre-release impact, projections were used to light up both sides of the Convention Centre. On March 24, Disney+ debuted in the UK, Ireland, Austria, Germany, Italy, Spain and Switzerland. In those seven markets, the Disney+ app was downloaded five million times on launch day, measurement and analytics firm App Annie reported.