Young people were less and less interested in the promotions at the D&R store. Although we had discounts in some items up to 50%, the young audience was uninterested. We encouraged D&R to do a themed promotion. The first theme was Horror. Horror fans love to make fun of horror, so we encouraged them to laugh in the face of horror. We created an anti hero - The Phantom of D&R - who cannot scare anyone but makes them laugh instead. He became the spokesperson for the campaign. He invited everyone to face their fears at Facebook and Twitter.

The phantom of D&R has become an icon among D&R clientèle. Some sent love messages, some wanted to see him live. And so we created a live event in one store. He surprised the D&R clientèle and made them laugh. The campaign has been on air for 44 days and the horror themed promotion movies have been sold 559% more in quantity and 291% in revenue. We are working on a new theme for the next month.