Red Bee Media created a brand strategy for Disney that brands their content on multiple platforms and across multiple television networks.
The Challenge
Disney EMEA appointed us to work with them on a strategic partnership project for their branded block programming, distributed across partner TV networks in the EMEA region. The branded blocks (or zones) of programming position the Disney Channel and Playhouse Disney as safe viewing destinations for both kids and parents. Our brief was to build the Disney brand around a block of Disney programme content which would be broadcast on host/competitor channels. The solution needed to drive credit back to the master Disney brand as well as co-exist happily in partnership with the host channel brand.
The Solution
We developed a brand strategy with partnership at its core. It incorporates the creation of on-air and off-air graphic elements aligned with Disney Channel and Playhouse Disney. The graphics packages are flexible and adaptable for use on all platforms including mobile and online.
The Result
The solution allows the host channel to take credit for the content, whilst still driving credit back to Disney master-brand through an on-air graphic partnership. The branded blocks were successfully rolled out across 49 partner TV networks.