Situation:

Playland wanted to get parents looking for unusual activities to excite their family and 12-24 year olds looking for unusual group activities to visit Playland during the 2023 season. With screens and devices taking up more of the target’s time, the amusement park was being overlooked, and attendance was declining.

Brief:

Develop a local TV spot and online video for the summer season that grabs our audience’s attention with a bold creative concept. It should remind viewers to take a break from their digital devices and seek out IRL fun again at Playland.

Objectives:

Re-ignite the joy of Playland among our target audience that’s been fading the past few years, and increase the number of park visitors during the 2023 season.

The film shows a teenager in a dimly-lit basement, who’s spent so much time zoned out on his phone that he’s physically morphed into the armchair he was sitting in. The exciting sounds of Playland out the window snap him out of his sedentary state, spurring him to get up and migrate to Playland. After shuffling across town, he finally arrives at the Playland amusement park. There he breaks free from his furniture body and rides the wooden roller coaster, screaming at the top of his lungs as he enjoys some good old-fashioned fun again.

The “Scream Time” film and campaign led to an incredibly successful Playland season. It helped our audience get off their screens and couches and out to the park, with an 18.17% increase in park visitors than the previous year.