Cannes Lions

THEME PARKS

LEW LARA , Sao Paulo / HOPI HARI / 2004

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Presentation Image
Film

Overview

Entries

Credits

Overview

Description

Annually, the Hopi Hari Amusement Park runs a “Time of Horror”. This commercial is based on a countdown to death by fear. “30, 29, 28” etc. continues until reaching a truly shocking and surprising ending. The spot closes with: “Hopi Hari Time of Horror. Your time has come.”

Execution

The message ('Time of Horror at the Hopi-Hari Amusement Park - Your Time Will Come!') was perfectly integrated with the innovative way it was aired: the beginning of the commercial simulated a technical broadcast problem so that mentally processing the message presupposed an interruption in the episode. Viewers’ attention was stimulated by an unusual occurrence creating a powerful impact since they never expected to see a commercial outside the traditional breaks provided for them.

Outcome

In Brazil, audience drops by approximately 3% during commercial breaks. Also, the high impact obtained allowed a reduction in frequency of 10% compared to commercials aired during the break. The broadcaster charged their normal prices.

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