Where your imagination comes to life...
Concept An interactive collaboration between Disney and Tommy Hilfiger. There will be a Disney x Tommy website created that allows consumers to customise Tommy Hilfiger clothing pieces with characters and elements from popular Disney films from the 90s and 00s. This creates completely original Tommy and Disney clothing pieces.
Why Disney x Tommy? I intend to create a concept that brings a fresh, fun and modern version of the Disney magic to the lives of the target audience of 18-25-year-olds for Disney's 100th anniversary. Disney is a brand that holds a special place in the hearts of people all across the world and it is a brand that is inclusive to everyone. As Walt Disney said himself, "Adults are only kids grown up, anyway." Tommy Hilfiger is an American clothing brand that is popular with the target audience and especially in the geographical regions that the brief specifies. Figures revealed that "52 per cent of Tommy Hilfiger’s global revenue came from Europe, the Middle East and Africa in 2018, up 12.5 per cent on the previous year," making the brand a great match for Disney's 100th anniversary.
How it Works On visiting the website, consumers can pick from a range of Tommy clothing pieces and accessories, select the dropdown button and pick a Disney movie from the 90s and 00s which will open a window of characters and elements from their chosen movie. The artwork appears on the Tommy item and the consumer can then change the position of the image and add another image if they wish. The website will feature a section where consumers can share their personal stories, memories and experiences with Disney. As well as a section where they can share photos of their creations.
Who is it for? "On average, 44% of Gen Zers said they have used Disney+ at least once a week since early March [2020], as did 42% of millennials." The collaboration's target audience is 18-25-year-olds of all backgrounds who grew up loving Disney and who still have a love for Disney. This audience grew up watching Disney films and Disney channel. It holds a special place in their hearts and makes them think of their childhood and makes them feel nostalgic. They are also the audience that is reviving 90s and 00s nostalgic trends.
Incentives Every clothing item purchased equals one entry into the Disney x Tommy competition. There will be 3 winners randomly drawn. Each winner will receive an all-expensespaid trip for 4 to Disney World Orlando and a £500 Tommy Hilfiger voucher. Consumers will be encouraged to promote their creations on social media platforms under the hashtag #DisneyxTommy, posting under the hashtag gives consumers the opportunity to be featured on the Instagram stories of @TommyHilfiger, @Disney and the three faces of the collaboration. 10% of the proceeds from each clothing purchase will go to the Make-A-Wish foundation.
Collaboration Promo by Zendaya, Alton & Indya The three faces of the collaboration will be Zendaya, Alton Mason and Indya Moore. Three public figures who have all worked with Tommy. They are also within the target audience age-range, making them relatable faces for the collaboration. At the end of 2022, they will promote the Disney x Tommy collaboration via their social media platforms, posting frequent content such as teaser photos and videos, BTS photos and videos, videos explaining how the website will work and incentives. They will encourage consumers to post Instagram stories describing 3 things they love about Disney and 3 things they love about Tommy. The top 10 best answers win a free Disney x Tommy item.
Promoting Disney x Tommy Digital billboards will feature the collaboration and will be released globally. They are becoming the preferred choice of top tier advertisers because they are visually stunning, on 24/7, eyecatching from far away, and allow advertisers the ability to launch campaigns almost instantaneously. There will also be global magazine advertorial.
Timeline There will be a soft launch of social media teaser campaigns released to promote the Disney x Tommy collaboration. 5th-10th December 2022
Digital billboards and magazine advertorial will be released globally. 15th May 2023
BTS footage, the items you can choose from and teaser videos of the website will be posted to Disney, Tommy & the faces of the collaboration's social media. 1st March 2023
The Disney x Tommy website lauches and consumers can create their unique pieces. Each item sold equals 1 entry into the Disney x Tommy competition. 16th September 2023
Zendaya, Alton and Indya will encourage consumers to post 3 things they love about Disney and 3 things they love about Tommy. The top 10 best answers win a free Disney x Tommy item. 5th July 2023
The winners of the Disney x Tommy competition are revealed on the day of the 100th anniversary. 16th October 2023
Key Takeaways Creating their own unique Disney x Tommy pieces will show consumers that Disney isn't just for kids and that it can still be modern and fun
Sharing their creations to social media allows consumers to be a part of the Disney community and leave them feeling happy that they have their own piece of the Disney magic
They will feel inspired to continue the Disney legacy in their lives