Dreamworld’s target audience, young people, are particularly wary of traditional advertising. They also know when they’re being sold to. We needed to reach them in an unexpected yet impactful way. To lure unsuspecting victims, false doors were installed at several locations throughout the city. Opening these seemingly regular doors gave people an unexpected shock – a life-sized, snarling, horrifying zombie. Each time, the zombie doors we ‘reloaded’ to be ready and waiting for their next victim.

We connected with our target audience through fear, tapping into primal emotional responses to create a branded moment and get our message through. The pop up zombies helped make Zombie Evilution Dreamworld’s biggest launch of 2013.