Produced with little creative agency assistance, we leveraged Disney’s ABC ownership to secure primetime talent for emotional, two-minute clips showcasing stars reflecting on their dreams. The content took over commercial breaks and aired for two consecutive nights during a top rated program. The first night messaging drove tune-in for the next night - helping ABC viewership while also creating excitement to watch for Disney Parks. AOL page-takeover and newspaper tune-in ads also supported the effort.

Our long-form content outpaced average program ratings by 22%. We built awareness around “dreams” and ranked tenth (of hundreds) most-recalled new TV ad with only a week of showing. Newly launched disneyparks.com attained as many unique visitors as Disney’s main, flagship website (a jump of 300% vs. week prior).