| Title | GHOSTBUSTERS' GHOST TRAP |
| Brand | WALT DISNEY STUDIO SONY PICTURES RELEASING (SINGAPORE) |
| Product / Service | GHOSTBUSTERS' GHOST TRAP |
| Category | C09. Use of New Technology |
| Entrant | VML Singapore, SINGAPORE |
| Idea Creation | VML Singapore, SINGAPORE |
| PR | VML Singapore, SINGAPORE |
| Production | VML Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Camille Villagonza | VML South East Asia & India | Art Director |
| Alvin Koh | VML South East Asia & India | Designer |
| Etisha Pipada | VML South East Asia & India | Project Manager |
| Sujatha Ramalingam | VML South East Asia & India | New Business Manager |
| Dani Salasalan | VML South East Asia & India | Social Media Manager |
| Tripti Lochan | VML South East Asia & India | Chief Executive Officer |
| Rahul Chawra | VML South East Asia & India | Planning Director |
| Preethi Sanjeevi | VML South East Asia & India | Regional Chief Marketing Officer |
| Joaquim Laurel | VML South East Asia & India | Creative Director |
To rekindle the nostalgia around this iconic film, we decided to use one of the most memorable icons from the movie – The Ghostbusters Ghost Trap. The Ghost Trap is a device used by the Ghostbusters to trap and move captured ghosts to a storage facility. We recreated the Ghostbusters Ghost Trap in physical form as an invite for the movie influencers. This Ghost Trap recreated the experience of trapping in the devils by placing a smartphone and the prism that we sent along with it.
Interactive mailers were modelled as Ghostbusters Ghost Traps and sent as invitations. 1. Influencers were required to load a video and place their smartphones into the tray and close it. 2. After closing the tray, the influencer was required to place a provided prism on the centre of the screen and hit play. The 3D hologram kit will bring trapping a ghost to life!
By bringing alive this fond memory from yesteryears, we manage to achieve results much higher than what was originally anticipated. * 90% of the influencers posted on their social media * The ghost trapping experience reached around 6% of Singapore’s population organically * Generating 4,507 interactions
We knew that the best way to rekindle emotions towards an iconic movie was to bring back the nostalgia around it. And to do that well, we recreated the most memorable icon from the movie – The Ghostbusters Ghost Trap in physical form as an invite for the movie influencers to experience and talk about. Such was the excitement when they received our mailers, that they went above and beyond their contractual requirements to promote the movie to their followers.
The excitement around Ghostbusters has survived for years through the many icons that were a part of the movie. Our strategy was to use one of these icons in physical form as an invite as a bait to build nostalgia and anticipation with the fans. By making them relive the movie experience, we were sure that they not only make a mention about the movie to their fans, but do it with much more excitement.