MadTerrorFest is a Horror short film festival based in Madrid. First of all, we needed to get more people to participate by submitting their shorts, so the campaign is focused in activate them. To move them, we wanted to put them "in situation", by letting them experience horror in their own flesh, with an audio experience that reproduced classic horror film arguments.

In order to achieve this, we used holophonic sound, which is a complex audio technique that creates 3D sound effects, and it's used in advertising for the very first time. While our target is listening music with their headphones, in internet radio stations and sites such as Spotify, they suddenly get involved in this audio experience that make them feel as if there really were voices in their head talking to them, surrounded by ghosts or about to be cut in pieces within a snuff movie.

The Holofonic Horror Campaign was created to be listened with headphones in order to take fully advantage of the incredible sound experience provided by the holophonic recording technique. So, its natural place was internet radio stations and popular music sites with advertising, mainly Spotify.

Using holophonic sound, the festival's positioning 'Horror is coming close to you' comes alive. The target feels It's formed by three different pieces as if there really were voices in their head talking to them, surrounded by ghosts or about to be cut in pieces within a snuff movie.

The campaign has 3 executions (Voices In Your Head, Snuff Movie, Haunted House) and it was launched in mid April 2015, for a first wave. The dates for entries are still opened and so it will have new waves.

The campaign is still ongoing, because the entries period for the festival is still open.

But only in the first week, the number of unique visitors to madterrorfest.com increased by 500% from last year. And inscriptions to the festival in this same week increased by 312%, achieving almost half of 2014 edition's total participants.

And horror increased also in our audience after listening to the campaign, we don't have a percentage for this... but certainly a lot!