The agency placed a real-life Samara -- the child-like central figure from the movie -- in front of a flashing foursheet wrap, which lit up to highlight the movie's title and visuals. Consumers were earlier informed of the event on radio station Power 98, and could win free tickets to the movie by finding Samara at the location. Upon whispering the movie tagline 'I found you' to Samara, they could also win a 'scary tape' -- also featured in the movie.
"Horror is quite a popular genre nowadays and which faces a lot of barriers from authorities, which restricts a lot in terms of reach factor," said MEC group account director Juliet Ng.
The movie launched at the same time as local horror production Eye10, necessitating, said Ng, an "out-of-the-box" idea.