THE PHOTO BOOTH THAT REVEALS YOUR EMOTIONS
| Title | THE PHOTO BOOTH THAT REVEALS YOUR EMOTIONS |
| Brand | THE WALT DISNEY COMPANY (SPAIN) |
| Product/Service | FILM |
| Category |
B04. Use of Digital Content |
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Media Agency 2
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HAVAS MEDIA GROUP Madrid, SPAIN
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Entrant Company
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HAVAS SPORTS & ENTERTAINMENT Madrid, SPAIN
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Media Agency
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HAVAS SPORTS & ENTERTAINMENT Madrid, SPAIN
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Production Company
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FREE YOUR MIND Madrid, SPAIN
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Credits
| Jose Antonio Nogales |
HSE |
Chief Creative Officer |
| Antonio Simón |
HSE |
Creative Director |
| Antonio Simón |
HSE |
Writters |
| Natalia Parra |
HSE |
Writters |
| Cristina Valle |
HSE |
Art Director |
| Gonzalo Alonso |
HSE |
Junior Art Director |
| Ruth García |
HSE |
Client Service Director |
| Elsa Sanchez |
HSE |
Account Director |
| Isabel Gil |
HSE |
Account Executive |
| Carmen Díaz Bustamante |
HSE |
Director of Integrated Production |
| Adrián Chinchilla |
HSE |
Producer |
| Sonsoles Torres |
HSE |
Producer |
| Mónica Crespo |
HSE |
Producer |
| Nuria Blanco |
HSE |
Producer |
| Jaime Lozano |
HSE |
Producer |
| Luz Gelado |
HM |
Directora Servicio al Cliente |
| Álvaro García |
HM |
Account Manager |
| Albert García |
HM |
Jefe de operaciones |
| Alberto Montila |
HM |
Planning Manager |
Brief Explanation
For the movie premiere, Disney sought to arouse interest, in the film, a film about human and their emotions.
Spanish people are very expressive and love to show their emotions with gestures. Anger, Joy, Sadness, Disgust and Fear, the main film characters, were the perfect excuse to encourage people to share their emotions.
In order to bring the central theme of the movie to the forefront, we came up with the first Photo Booth that reveals people's emotions. Every character of the film was used as an ‘’emotion model’’ for people to mimic them.
Results and Effectiveness
More than 20,000 emotions were revealed, digitally and through printed pictures from the photo booth.
Televisions endorsed the photo booth concept and brought it to their programs. A total of 6.5 million impacts where accounted for.
Barcelona also had the photo booth in some of the film promo events.
- Facebook: 4M engagement activities and 13,500 new Disney / Pixar fans
- Twitter: 537,000 engagement activities. Trending topic on Twitter
- Return on Advertising Spend of 145.66 %.
Sources: Agency's Data Insight, Exclusivistas Geomex
Creative Execution
The Photo Booth invited people to reveal their emotions. The machine took a series of 5 photos. In each photo, one of our characters served as a model; people just had to imitate them. In the end, participants had their own photo strip. In addition, the photo booth software sent the photos to people’s email or their mobile phones so they could share them using the hashtag #Revealyouremotions.
But the most important part of this action was that the photos were revealed through hundreds of digital mediums (ooh and online), making these participants the stars of the campaign.
Insights, Strategy and the Idea
The campaign was directed mainly at Families with children and millennials. Their relationship with the brand is strong thanks to the success that Disney/Pixar accumulates in Spain. This campaign allowed them to live a unique experience inside and outside the cinema thanks to the opportunity they were given to share their experience with friends and family.
The Media team chose digital billboards as the main channel, 100 of them strategically situated in Madrid: huge digital billboards in main city squares, video walls in the underground and movie theatres, we even had some during the premiere and TV Talk Shows.