To promote AMC’s new TV show Fear of The Walking Dead on BT TV, a series of 10” radio spots used the real life context of other advertisers messages to bring life the fear of a fictional impending Zombie epidemic into the real world.

Using analysis of the products and services that were most likely to be advertised on UK radio over the campaign period, spots were scripted to tease ‘something was coming’ in direct reference to these subject matters and then scheduled to be broadcast immediately following them, effectively utilising (‘piggy-backing’) other on-air advertisers to create a contextually relevant environment for the spots to be delivered in. eg:

Immediately following an advertisement for DIY brands, audiences would hear the following 10” spot

Sfx- eerie drones and atmos

Sfx- infected banging on the door

VO- In need for some desperate renovation or home reinforcement?

Search #somethingscoming