Brand Experience and Activation > Use of Promo & Activation
HAKUHODO PRODUCT'S, Tokyo / ODAIBA Haunted House/Tokyo / 2016
Overview
Credits
CampaignDescription
When people feel fear, the palms of their hands tend to sweat.
Therefore,
1) We created a poster using traditional Japanese paper used in creating "abura torigami(the oil absorbing paper)", sheets of cosmetic paper used to wipe oil from faces.
2) We had people who exited the haunted house put their sweaty palm prints on the oil absorbing poster right outside.
3) The palm prints multiplied. The fear was conveyed, and the poster itself which was terrifying was completed.
Execution
Execution:
August, 2015.
We put up a single oil absorbing poster on the outside of the haunted house.
We then asked customers who came out to place their handprint on the paper.
We carried this out for a week and had handprints covering the poster.
We then used the poster for PR exposure.
We spread awareness of this poster over social networks.
Outcome
1) Attendance for August was up 15% over the previous year.
2) Production cost was 300,000 yen(€2,400). The PR exposure was 500 times that.
Relevancy
A promotion to with the objective of attracting customers using a world's first on-site poster to convey fear.
Strategy
Target: Target Everyone
Strategy: To utilize the the physiological phenomenon that all people, when terrified, sweat from the palm of their hands, and to use that to convey how scary the haunted house is.
Synopsis
Situation: The client's haunted house is located in Tokyo, and is the second scariest haunted house in all of Japan.
However, because it is located inside a commercial building, is didn't seem
as terrifying as it really was and many people just passed by.
Brief: Make people know the scariness of this haunted house
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