In the fake movie trailer, unseen paranormal forces are consuming entire generations without a trace.

The trailer featured subtle hints to the brand but no actual branding. We developed a suite of online and print assets promoting the movie, including fake movie posters in cinemas and fake movie reviews online. Fans engaged on Facebook, talked about us on Twitter, and watched the trailer on YouTube. Over 70 pieces of collateral were produced for this campaign.

A week after the fake movie launched, it was time for 48 to reveal itself. Everything we produced was adapted to reveal the offer.

Over 800,000 people viewed the ads online. Within two weeks, 48 had the highest traffic day to the site since launch.

The commercial objective of the campaign was to drive customer growth and revenue in the first half of 2014. The target was an increase of 27% in customer revenue. Based on the campaign launch in mid-January 2014, revenue for the first 3 months is up 38% and looks set to continue.

In four weeks, the campaign delivered 17% of 48’s annual target of customer base growth in Q1, translating into 26% of targeted (incremental) revenue for the year.