To create interest in Top TV's horror festival without expending massive costs.

For many people the scariest words one could hear are, “I’m pregnant.”

Using this terrifying insight we decided to launch an sms campaign for TopTV’s Horror Festival. We sent tens of thousands of South Africans an anonymous SMS that said “ I’m pregnant, I don’t know what to do. I found out yesterday” We followed this up with another SMS a few minutes later saying “That was scary but not as scary as the TopTV Horror Festival…”

The campaign received much media attention and hype. It cut through traditional SMS marketing clutter. It got people’s attention. 17 000 SMS’S in two weeks were sent through the www.horrorfestival.co.za site where people could send the same scary SMS they had received, anonymously to friends.

Brief: To promote the fact TopTV is showing ten of the scariest movies ever in the run up to Halloween.

We used Julius Malema, a highly controversial, political firebrand who champions extreme policies and is famous for making terrifying statements which inflame the media on a regular basis. The knee-jerk reaction of Malema being elected as president would be scary.