Media > Product and Service
GET SCARED MORE OFTEN
ZIG, Toronto / CORUS ENTERTAINMENT / 2007
Awards:
Overview
Credits
Overview
CommunicationGoal
The perception in Canada is that Scream TV only offers slasher movies like Friday the 13th and Nightmare on Elm Street. The reality is Scream offers more intellectual mainstream movies like The 6th sense. We wanted people to know that these types of movies are on and often. In order to get people to remember the message, we developed an approach that would give them a real-life thrill. Instead of buying billboard space, we rented a house in a high pedestrian-traffic area. Then we proceeded to direct thousands more to this house through viral videos, blogging and invading chat rooms as well as sending emails.
Effectiveness
It cost just $5,000 CDN to rent the house. What ensued was over 2.1 million hits on the internet, thousands of people showing up to the house, major national media coverage(i.e. The National Post), and an immediate subscription increase of 29%.
Execution
For three weeks in September, people in Toronto witnessed something they had never seen before. In an old Victorian house window, they saw a ghost of a little girl. She would skip from window to window, braid her hair, run, look down, and perform a total of forty different actions. We used a holographic projector to illuminate her and within days, it was standing room only outside the house. Everyone wanted to catch a glimpse her.
MediaStrategy
It started out with ghost in a house, within days it seemed as though everyone in Toronto had heard about it. People got emails from desperate ghost hunters-or so they thought, chat rooms were hijacked with a link to a video of the ghost, and then discussions arose about her. We took part in these discussions. We revealed it was for Scream Tv, live at the location, in a television spot, and online.
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