Urban Company leverages Disney+ Hotstar to connect with audiences via compelling storytelling

Brands dealing with services that require home visits must focus heavily on building trust among their target consumers. They need to depict functionality and reliability in their communication. For Urban Company, it has always been about creating an emotional connection with the existing and new audiences while driving brand consideration and preference. The brand tapped into the best of Disney+ Hotstar ad innovations to elevate and amplify its storytelling. 

Execution & Strategy

With professional home services, Urban Company offers consumers a way to manage everyday life efficiently. The brand wanted to reach highly engaged, affluent audiences. Disney+ Hotstar suggested geo-targeting through mid-roll ads on its top entertainment shows to facilitate Urban Company in achieving its objective. It enabled the brand to show long-form ads without compromising on its story. 

To maximise visibility, Disney+ Hotstar identified top entertainment properties within the selected regions and targeted the viewers with 45-second, non-skippable video creative. The film resonated with the audience through its relatable premise, showcasing the convenience of Urban Company’s services. Disney+ Hotstar’s expansive reach and popular entertainment content made it a perfect fit.

Brand Speak

Impact

The Urban Company campaign saw significant uplifts in key brand metrics, achieving a VTR (View-Through Rate) of 95% on the long-form video creative.