The Brief

Sunway Lagoon, a multi-theme park in Malaysia, wanted to promote their new zombie-themed attraction. We needed to create buzz by giving people a taste of the thrills and scares that the park offered. What was even scarier was the budget they had.

Creative Execution

The execution effectively targeted potential thrill seekers when they least expected it, and gave them a small sample of the 'scares' that Scream Park had to offer. The 'magnetic stickers' were reusable so people could also prank their friends, taking the message across to even more people.

Describe the creative solution to the brief/objective.

We took advantage of a free and highly effective media channel that no one ever used – the vehicle's reverse camera. Unsuspecting drivers were spooked by an image of a zombie in their camera screen. A closer inspection of their reverse camera featured a zombie cut-out and a call to action to visit Scream Park for more scares. We recorded videos of the drivers' reactions and posted it online.

Results

By spending $0 on media, we leveraged a screen that people looked at every day, and transformed it into a new media channel.• The video helped garner free and earned media • Within 4 weeks of the campaign, the number of visitors went up by 21% with sold out tickets every weekend.