The client is the number 1 in his segment. For years, he has been known for provocative, often award-winning advertising. However, that’s not enough: He wants something new, innovative, the likes of which has never been seen before. We are therefore producing a 40 min. horror movie. Dad’s Dead, the movie.We’re promoting the film like a Hollywood blockbuster. The mystery would-be cinema film is only solved days before the launch: this film is not available in cinemas, but rather just on DVD. And it can’t be purchased – but it´s free of charge. In each of the client’s outlets!

1. The Internet page as a faked page fragment. Forums will be used to spread rumours concerning an upcoming film.2. Short, unnerving radio, TV & cinema spots, supplemented by posters & Internet banners, have just one message: Dadsdead.at. There, some information can be found about an upcoming horror! The confusion grows!3. Trailers in radio, TV & cinema + Citylight, print ads & Internet banners promote the film AND the launch day.4. Radio, TV spots promote the second launch day, on which the second and last edition of the film will again be distributed free of charge!

The first edition was out of stock within a couple of hours. Three more editions were produced to cover demand. "DADsDEAD" was Nr.1 in the DVD-Charts and there was considerable press coverage. On the day of the launch the frequency of store traffic increased by 39%, on the relaunch day by > 40%, overall by 24%.