It is late at night. You step past the threshold of cold, hard metal train doors and slumped into a seat. You cast a gaze on both sides – there is no one but you. You can’t fight the rising feeling of unease within you, so you whip out your phone as a distraction. Then, a bloodcurdling scream involuntarily escapes you… You discovered that you missed a limited-time sale! Ghastly!
Well, you guessed it – we’re on the cusp of Halloween again. A time where adults transform into all manner of creepy ghoulies like vampires (with or without glitter), and little girls dress up as Elsa (poor Anna. She doesn’t get any love). It’s also a time where marketers rub their hands and heads to think up a scary good concept to sell their wares. After all, there’s been an uptick in Halloween’s popularity amongst Singaporeans with each passing year.
Yes, it’s a bit of an antithesis, but fear, when triggered masterfully, can go a long way in amplifying a brand’s presence this season. Before we explain how this emotion can be tapped on, let’s take a look at three examples.
Doritos – Deliciously Scary
Hotel 626 was a flash game (remember those?) by Doritos which could only be played on your browser between 6pm to 6am. It takes the player through a spooky hotel, where you’re chased by a ‘darkness’. It plays pretty well, with scenarios that involve using your mouse to gently walk past a sleeping baby – failing which, you get a baby-delivered jumpscare. Here’s the kicker: it uses your webcam to take pictures of you secretly, with which you can share on your Facebook page – whether this is ethical or not, is a subject for another discussion. And while there were no Doritos featured throughout the whole game, it was well-known enough for people to remember the brand.
Volkswagen – Drive Away Your Fears
Driving can be scary stuff. So, as a cheeky and ironic way to explain how the safety features of Volkswagen 2021 Tiguan can make your drive a little less scary, famous movie poster designer Matt Ryan Tobin was engaged to fashion a series of horror-themed movie posters. And it works. This method tapped into the fears of drivers and turned their attention to their messaging effectively.
Heinz – Scary, Scary Tomatoes
For one Halloween, tomatoes got in the spirit of the season with a horror-themed tomato photo shoot. Framed intentionally, a series of OOH billboards tapped on our tendency to see faces in everyday objects, and delivered some devilishly delightful horror visuals. Their message? 100%, all-natural tomatoes. This campaign might backfire if it was launched in any other season, but it makes total sense for Halloween.
Tap on Those Fears
Fear is certainly a powerful emotion. And many actually actively seek it. It’s why we have horror movies and haunted houses. So how do we turn that emotion into conversions? We share a few tips:
The Shock Factor: While it may not work on gentler audiences like children, a well-timed shock can grab attention and leave a lasting impression on more ‘hardened’ audiences. Unexpected twists, startling visuals, or sudden sound effects – all these techniques can create a memorable ad for these groups.
The Mystery Element: Audiences who love a good mystery and that fear of the unknown will respond if you build anticipation and curiosity by teasing information in your campaign. A slow-burn approach can keep audiences engaged and eager to uncover the full story.
The Dark Humor: Horror and humour are practically synonymous. Combine them to create a unique and engaging tone. This can also help alleviate fear while still delivering a powerful message.
The Nostalgia Factor: There are loads of good horror media from the early 50s, 60s and beyond. Think Frankenstein’s monster, dracula, mummies, and so on. Tap into nostalgia by referencing classic horror films, characters, or tropes. This can evoke strong emotions and create a sense of familiarity.
So why not make your brand a horrifying (and engaging) presence when it matters? If you need a marketing boost in that respect, I Concept has got the nerves of steel to take you there!
Let I Concept Shock Your Brand into Greatness!
At I Concept Singapore, we as a fully integrated creative agency are specialised in helping your brand reach hearts and minds, not just in the outdoor space, but in the digital sphere as well. Our expertise ranges from branding in Singapore, digital marketing, web development and design, digital copywriting, logo design for the company, ecommerce development, and more, making up a comprehensive range of services to help businesses thrive in today’s competitive landscape. Our team of experienced creatives can help you develop a strong brand identity and create marketing campaigns that deliver exceptional results.
Plus, with the support of government initiatives like the Enterprise Development Grant and Productivity Solutions Grant (PSG), businesses can access funding to invest in innovative OOH campaigns. By working with a creative agency like iConcept, these businesses can develop compelling brand strategies and create visually striking outdoor advertisements that resonate with their target audience. Apply for the PSG now to kickstart your digital marketing journey with I Concept.
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