The Campaign

Clinic Plus had tied up with Disney for consumer promo. With every shampoo bottle of Clinic Plus there were a free Disney princess accessories. The TG for this campaign were 5-12 year old daughters. The brief was to active this consumer promo. Kids programming play a big part in the lives of a young Indian girl. Watching cartoons and other animated programming are her favourite activities on TV. A Rapunzel, Cinderella or Snow white are more endearing to her than any flesh and blood celebrity. The Disney princess stories and movies are very popular among young Indian girls. Such is the influence that our TG dreams to have a big palace, fly on a carpet like jasmine, swim like a mermaid, jump over tress with long hair like a Rapunzel. While all these Princesses are from Western world, India did not have a princess movie of its own. From here started a journey to make India’s first animated princess movie.

Results

While Disney princesses live in a fairy tale, every girl thinks of herself as her moms little princess. This insight led to a Hunt for the Fourth Princess. The consumer promotion ad with the 3 Disney princesses ad ran for three months ( 1 each in respective months) with TV advertising support. In the fourth month, we created a animated ad spot film with Ariel, Jasmine and Rapunzel inviting the kids to be the fourth princess. Apart from TV, print ads were released in leading kid’s supplements and favourite comics. Ads invitied kids to call on a IVR number and narrate their stories or simply write and send stories on mail or submit on the Clinic Plus-Disney website. But just a TV spot would had not inspired an action from the girl kids. The kids needed to visulalise and feel inspired to write their own stories. They needed to be transported to an environment where they could live, feel and see a princess world. So in leading Indian cities Wonderland visited Alice. A Jasmine (look alike) went to 260 girls’ schools spanning 13 cities and a Cinderella (look alike) visited malls in 3 biggest cities. The princesses narrated their own stories from a land far far away, and inspired kids to tell us their own princess stories. 4.41 lac kids were hooked on the Disney website, where they live a virtual Princess life. The websites were loaded with the 3 princess games, wallpapers, mobile downloads, their stories, princess favorite chocolate and cup cake recipes. On radio RJs narrated lots of Disney princess stories to bring kids into a princess world and inspire them to write their own kids. We received 81,243 princess stories, of which 01 aired on TV + 10 published in India’s leading comic – Champak + 36 narrated on India’s No.1 radio network – Mirchi = 47 princess dreams fulfilled

We invited kids to tell us their princess story and the winning story would be made animated film on The Disney network. The idea of being a princess appealed so much that the TG responded in thousands. By the end of the campaign we had received 81,243 princess stories. While trying to find one princess story, we stumbled across 81,000. India found a chocolate princess, a dancing princess, a flower princess and many more. And on 24th March 2012, more than I million kids tuned in to watch the premier of ‘The Fourth Princess’ movie on India’s no.1 kids network-Disney network.

Consumer promotion turned into an ad campaign. 4.41 lac hits on Disney website 41000 calls on IVr 81,000 stories received 10,00,000 watched the TV film, 120,000 kids read printed stories, and 560,000 heard stories on radio Modernization scores – a key parameter for age old Clinic Plus– went up by 24%