What's the Disney Hits playlist? Who knows. But the Disney Music Group sure puts in a lot of effort consistently updating it across all platforms. That's why the CMO came to the Indoor Recess ad competition to concept and advertise an Alexa skill that will generate streams for it.
The CMO of DMG liked our solve, the Fairy SongMother, the best.
PRODUCT DEVELOPMENT
In order to get people to download a dedicated skill just to access a playlist, we had to create something unique that you’d feel compelled to use over and over.
We created a skill that tells you which Disney character you align with today before launching into a song.
Fairy SongMother
Ask Alexa to summon your Fairy SongMother, and she reveals which Disney character's path aligns with yours before playing a song. A Bibbidi Bobbidi View, if you will.
VO by yours truly:
Before we release the skill, we build hype and familiarity with Twitter. A mysterious Fairy SongMother replies to anyone who might need a little Disney magic in their life.
EARNED MEDIA
We allocated funds in our $500k budget to hire a dedicated social media manager, so you’d better believe we’ll earn some media. Journalists will speculate about who exactly this Fairy SongMother is.
.jpg)
.jpg)
FACEBOOK & INSTAGRAM
After we release the skill, sponsored social media ads will show how Disney can change your perspective in modern and surprising ways.
SPOTIFY & YOUTUBE
We use everyday situations to to demonstrate how the Fairy SongMother brings magic to your life.
"Insurance" :15
sfx: hold muzak
VO: Am I still on hold with my insurance?
sfx: ocean waves
VO: Or did Ursala steal this poor agent's voice?
Poor Unfortunate Souls from The Little Mermaid starts playing--
URSALA: Come on you poor, unfortunate souls!--
VO: Download the Fairy SongMother skill on Alexa for a whole new Bibbidi Bobbidi view.
TIKTOK
To encourage users to really feel the magic, we start a #FairySongMotherSays challenge on TikTok, coordinated with new movie releases. TikTokers take their Fairy SongMother readings to their most absurd conclusions.
SEM
Google collects the searches of the down-trodden and serves them a dose of magic as the first result. Each headline contains a Fairy SongMother wisdom nugget and links to the Alexa Skill on Amazon.
IN-APP
In the Communications section of the Alexa App, users receive Character Cards with each play. These can be shared to social media and link back to the Disney Hits playlist. Any friends who want their own Characters Cards will just have to download the Alexa skill for themselves.
AWARDS
Winner, Indoor Recess: Best Overall Campaign, Client Pick, Best Creative, Best Strategy.
THE TEAM
Ashley Stinnett & Hayes Reed, copywriters. Esther Shinn & Caroline Jinks, art directors. Joy Burton, strategist. Caitlin Dodd, account manager. Eddie Garcia, project manager.
