House of Disney+ Illuminates Camden Street
Touchpoints – our key trends for 2023 – highlighted that this year will be a battle of brands, where the best creative idea and execution will ultimately win the favour and, more importantly, attention of their target consumers.
In 2022 Disney+ leveraged the ‘difference of being different’ on Outdoor, realising the big, iconic & powerful storytelling prowess that it can deliver by way of custom and special builds. With its ‘House of Disney+’ campaign, the streaming service is looking to continue that trend as the master brand approaches its 100th anniversary.
Running across a mix of classic and digital formats including 48 sheets, Transvisions, dX Screens, and Digital 6s, the campaign’s standard copy sets out to remind service users that it’s not only about animation and superheroes. Planned by Zenith, part of Core and Source out home, with creative from BBDO Dublin, the various creatives pair off typical Disney properties with another that might surprise the unfamiliar user – ‘Think you know Disney+? Think again’.
The centrepiece of the campaign comes in the form of a building takeover at Dublin’s Camden Street as Loki goes local. The corner takeover is a media first, comprised of classic and digital elements working in tandem featuring a large banner wrapping the top of the building and a digital billboard running animated copy at ground level as consumers pass by.
“We are excited to work with Disney+ and Source on the Camden Corner activation”, notes Shane Costello, Client Director at Zenith, “This House of Disney+ campaign is all about showing the breadth of content on the platform and to highlight we have something for everyone!”.
Six-month average footfall figures for Camden Street show over 270,000 people visit the area on a monthly basis, with almost 9,000 visiting each day.
“Outdoor will play a key role in showcasing our range with the format and location of Camden Corner,” continues Costello, “This allows us to achieve this with impact in a high-footfall location to bring our creative to life.”
Emerald Park Reopening Makes Memories on OOH
One of Ireland’s most beloved family-friendly destinations has reopened its gates for 2023 with new rides and attractions and a brand new name: Emerald Park.
Planned by Spark Foundry and PML with creative by In The Company of Huskies, the park’s Outdoor campaign is running on ‘emerald’ coloured 48 Sheets across the country showcasing The Cú Chulainn Coaster and elements of the park’s zoo, inviting prospective visitors to discover the treasures to be found within.
Officially opening to the public on March 25th following extensive rebrand work, the park now features two new junior attractions, Balloon Chase and Crazy Bus. Furthermore, the zoo has welcomed a number of animals over recent months, including energetic squirrel monkeys and striking arrivals, Bira, an endangered Amur tiger and Freya, a critically endangered Amur leopard.
“We are excited to reopen for the 2023 season and welcome guests new and old to Emerald Park to enjoy everything that we have to offer,” says Charles Coyle, General Manager.
“For our rebrand, we quickly identified outdoor as a perfect medium to communicate the new name and let people know that we are both open and looking forward to seeing them,” continues Coyle, “We’ve been working hard behind the scenes to upgrade the park and we hope that everyone who comes through our doors will enjoy treasured moments big and small.”