April 11, 2008
Disney becomes the first major company to use Clear Channel Radio as a brand medium.
Disney becomes the first major company to use Clear Channel Radio as a
brand medium. Thanks to Clear Channel Radio’s Creative Services Group,
Disney has launched the “Monday is Dream Day” campaign.
The three week campaign began the first of the year in 19 Clear Channel
Radio markets exclusively and includes a morning drive roadblock on
participating stations to showcase episodic messages that extol the
virtues of making dreams come true for deserving families.
The Disney partnership was long in the making. Disney Parks executives
were looking for a way to refresh the ‘Year of a Million Dreams’
campaign and extend it into 2008 when they met with Clear Channel
Radio’s Creative Services Group in late 2007. In a one-on–one
presentation with Disney VPs and Marketing brass, CSG’s Jim Cook and
Bob Case talked about a wide range of new approaches, including audio
branding and creating entirely new brand experiences for boys similar
to the “princesses” approach currently being used by Disney to
influence girls.
Creating radio ‘magic’ is nothing new to CSG—but having an audience
with Disney decision makers allowed Cook and Case a unique opportunity
to showcase everything from group contesting to Clear Channel Radio’s
influential on-line platform.
One of the unique components of the “Monday is Dream Day’ campaign
includes custom music. The song you can hear in the background (“So you
had a bad day”) is something commissioned by Disney from Daniel Powter.
“Radio has historically been used as a way to drive consumers to
purchase -- typically to local businesses -- and it’s worked great.
Now, it’s also being used as a branding medium by major companies like
Disney,” touted Vice President, General Manager of Clear Channel
Radio’s Creative Services Group, Bob Case. “It’s a big win for both
Disney and radio!”
