SINGAPORE - To entice potential 'victims' to Universal Studio Singapore’s Halloween Horror Nights 6 at Resorts World Sentosa (RWS) this October, the brand has launched an integrated scare campaign.
The campaign, which officially kicked off on 3 August, boasts multiple elements, spanning a dedicated microsite, videos, virtual reality experiences and OOH advertising.
Haunted house films
Three teaser videos for Halloween Horror Nights have already been released online, and new short films will be released along with the weekly reveal of the haunted houses on the attraction’s microsite. The videos provide introductions to the narrative behind each haunted house and give audiences a preview of the horror that awaits.
Virtual reality tour
RWS has created a virtual reality app, slated to available on Google Play and the Apple app store in September, that brings the Halloween Horror Nights experience to virtual life when viewed on mobile devices with a Google Cardboard set.
This virtual preview of this year’s nightmares will be also made available to fans that purchase early-bird tickets at upcoming roadshows taking place at Orchard Road, Bugis+ and other locations around the country. Booths with Oculus Rift headsets will be available for curious fans.
Scary bus stops
Drawing inspiration from prankvertising, the RWS team also developed an interactive bus-stop ad, adorned with replica Chinese talismans for an Asian twist.
The interactive panel with dripping blood will invite commuters to step closer to examine the ‘mirror’. Spoiler alert: The installation is programmed to release ghostly shrieks and a pop-out mechanism that resembles hands stretching out from the mirror.
The talisman is also a teaser to local-themed haunted houses in Halloween Horror Nights 6: Old Changi Hospital, Hawker Centre Massacre and Hu Li’s Inn.
Selected bus stop ads, strategically placed near schools to encourage interactivity amongst young adults, also encourage inviting commuters to do a face swap with the image of Lady Death, the icon of Halloween Horror Nights 6.
From 4 August to 7 September, participating commuters stand a chance to win a pair of tickets to Halloween Horror Nights in a face-swap contest. The OOH campaign will run until the end of October.
Dates from hell
In partnership with mobile dating app Paktor, RWS has created a profile featuring photos of potential dates including the Pontianak from Old Changi Hospital. While swiping to find a potential date, a deadly (and shocking) ‘beauty’ will appear as a profile, immediately prompted by a ‘post-match’ message leading to the microsite.
Jason Horkin, SVP of attractions, RWS
The sixth edition of our award-winning Halloween Horror Nights at Universal Studios Singapore promises a bigger, better and scarier experience, and we wanted an integrated communications and marketing campaign that can really connect with the fans right from the start and build up the anticipation to its crescendo. By venturing beyond traditional marketing channels such as online, print and social media, and introducing alternative mediums such as virtual reality, mobile app takeovers and interactive displays, we hope to extend the Halloween Horror Nights experience beyond our four walls, and target the fans right where they are.
Campaign Asia-Pacific’s view: We like the multi-touchpoint approach RWS is taking to spread awareness about its upcoming attraction. The campaign’s launch during the Chinese Hungry Ghost Month is also nice timing.
While each of these elements is interesting as a standalone concept, it will be interesting to see how each it all connects or overlap for the targeted group of horror enthusiasts. One would imagine the ultimate scenario being a potential customer checking out the videos at work or school, taking a bus from one of the decked out horror stops and also, coincidentally, running across the Paktor profile.
We also wonder just how many unsuspecting commuters will get a shock from the interactive bus stop installations—and whether it will be loud enough to attract attention from those with headphones plugged in.
All in all, a fun and creative campaign for what should be a fun and creative experience at RWS come October.
Client: Resorts World Sentosa
PR: Ogilvy Public Relations Singapore
Director: Leela Jesudason
Senior account executive: Desmond Cher
Account executive: Liu Jianle
Ad agency: In-house
Creative director: Chin Jen Yii
Designer: Tan Siang Ee
Social media: Leona Ang
Photography/videography: Yang Zhenhao, Li Jiande
Copywriter: Ash Lim
Media agency: Carat Singapore
Marketing visuals production: Shooting Gallery Asia
TVC production: Stardust Pictures