Liseberg - "Halloween at Liseberg (110 s)"

Welcom Göteborg, Suède

2467

Titre	Halloween at Liseberg (110 s)
Agence	Welcom
Campagne	Cirkus Bisarr – Halloween 2018
Annonceur	Liseberg Amusement Park
Marque	Liseberg
Mise en ligne	Novembre 2019
Secteur d'activité	Parcs de loisirs, zoo
Synopsis	Summer at Liseberg, Sweden’s largest amusement park, is famous all across Sweden. But Halloween at Liseberg has only been open for three years and awareness is relatively low. Youngsters between 13 and 24 years is a key target audience, not least for word-of-mouth. But they are hard to please.Based on insights that horror thrives on censorship and that modern media thrives on clicks, we decided to create a PR-driven campaign to attract viewings, distribution and publication amongst young adults, horror-movie enthusiasts and editors.The solution was a horror movie based on the main attraction. The film was published onto the target audience’s favourite media, YouTube. The film contained a lot of tension, blood and bare skin. It was almost immediately banned by the YouTube censorship function. National media picked up on the story and success was a fact.
Problème	Sweden’s largest amusement park launches a new attraction for the Halloween season.
Type de média	Etude de cas
Directeur artistique	Andreas Larsson
Concepteur / rédacteur	Niclas Hallgren
Directeur de création	Jonas Sjövall
Directeur de clientèle	Joakim Brinkenberg
Responsable de budget agence	Monica N Persson
PR Advisor	Adam Wladis
PR Assistant	Julia Erlingson