Oh my god, we created a monster – “Dawn till Dusk”. The entire campaign, from the media-formats to the web and PR stunts, was built on a monster and horror theme. Everything started off with horror banners in trade media to attract visitors to the main site d2d.se. Here you found a countdown that showed which media agency that would be terrorized during one day, from dawn till dusk. At the same time print ads rolled out in trade media, also to create attention around d2d.se.

And then, one morning, the monster suddenly came to life, as the countdown wheel stopped on Scream Media Agency. This day, employees were chilled to the bones, as two monsters ran around the office, scaring the hell out of everybody. Everything was filmed and launched on d2d.se the same night. Next day, a new media agency were terrorized, and the next, and the next.

The awareness in the target group (media agencies) was 100% after the launch. The campaign’s provocative angle by scaring media people at their work resulted in several invaluable articles in trade press. The sales people at Dawn till Dusk were called up by media planners that wanted posters from the campaign. One week after the launch Dawn till Dusk had sent out offers for 40 million SEK. After two weeks seven packages were sold for 7 million SEK (aprox. 7 hundred thousand euro). The success was a fact.