Direct > Use of Direct Marketing
SAATCHI & SAATCHI , Berlin / PSYCHOTHRILLER.DE / 2012
Overview
Credits
BriefWithProjectedOutcomes
The idea was to shock the public in a relevant and direct way and provide them with an immediate reward in form of a promotional gift via a QR Code that allowed them a free download of a 'Terminal 3' audiobook from the series. So on 2 days in January 2012, we reserved all the free lockers at 2 main subway and bus stations in Frankfurt and Berlin. In the only locker we left open, we put a pair of replica woman’s legs. Upon opening the locker, the horrified commuters were faced with the severed limbs – and a toe-tag that displayed the Psychothriller logo and the QR Code for the free download.
ClientBriefOrObjective
Psychothriller.de is a company that publishes thriller and suspense audiobooks. They wanted to push their new crime series, 'Terminal 3', by capturing the imagination of the public and giving them a taste of horror.
Effectiveness
As a reward the horrified commuters were given a free download for one of the audiobooks of the Terminal 3 series. We filmed the stunt with 4 hidden cameras and also documented the story on Facebook and YouTube. The result: Sales increased by 25% and Psychothriller.de got hundred of fresh clicks on Facebook plus a worldwide media echo on the Internet.
Relevancy
Psychothriller.de is a company that publishes thriller and suspense audiobooks. With that in mind and when looking at lockers in train stations we found them very similar to mortuary refrigerators. So the idea came up to use them to create a live stunt that would shock the public in an unseen way.
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