Bacardi wanted to launch halloween party and required us to create outstanding party concept beyond many other halloween parties around Bangkok.

Due to strict regulation of alcohol brand advertising, we needed a non-traditional approach to create consumer engagement with Bacardi's Halloween Party and set the vibe in digital space. Every year we see clichéd halloween parties as costume parties around Bangkok; Therefore, we wanted to bring the novelty of halloween back. According to thai belief that ghosts are all around, we created digital event that combines on and offline activities together with the idea of location-based mobile app that consumers can photograph ghosts around the city. Every ghosts captured is counted as points for redeeming drinks and premiums at the party.

The ghosts were designed to shock Thai sense of fear and related to the place where they are, for instance, a nurse ghost near the hospital, a security guard ghost in car park. We created many types of ghosts then located them around Bangkok with Google Map function. The players will receive SMS notifications when they enter the fixed zone. The app's interface and ambience sound were designed to encourage fear and excitement during player find surrounding ghosts.With more than 9000 people downloaded the app in only 1 month and more than 10,000 ghost photos shared by many players, the Bacardi's thrilling vibe spread throughout Thai social network. Bacardi Halloween party got media attention (including magazines, blogs, video channels, etc.) and became the hottest halloween party in Bangkok last year.

It is a free photo booth which is available in 3 high traffic areas in Bangkok - Siam Square / Crystal Design Center and J-Avenue.