Universal Studios Singapore has set the standard for Halloween in Singapore, with their annual Halloween Horror Nights event.

However, with the rising popularity and revenue potential of Halloween, many brands started to create their own Halloween-themed events, giving “fear lovers” more options to choose from. The sudden resurgence in popularity of the horror genre in Singapore also raised the bar for horror every year with our core consumers – Millennials.

Fear comes from the unknown, and after 6 years, consumers thought they knew exactly what to expect out of Halloween Horror Nights 7, making increasing ticket purchases from new and repeat visitors increasingly challenging.

We needed to win back our core consumers – millennials – by positioning this 7th installment of Halloween Horror Nights as a truly terrifying experience to satisfy their elevated horror tastes.

FEEL FEAR. Campaign launched on the first day of the 7th lunar calendar month (Hungry Ghost festival), capitalizing on the prevailing spooky sentiment Singaporeans have during this period, believing it to be a time more likely to see ghosts.

SEE FEAR. Further leveraging the Hungry Ghost Festival, bus shelter “memorial walls” commemorating a fictitious mall collapse (one of the event’s attractions) were built at youth hang-outs. Content about these were seeded via content sites, celebrities and influencers to drive WOM, even earning coverage from local and regional publications that spread excitement for our event further.

HEAR FEAR. Listeners of Singapore millennial’s largest radio station, Spotify, were treated to a horrifying surprise when we debuted 3D audio ads in-market, terrifying in surround sound. These were supported by an interactive homepage takeover; and, a bespoke playlist analyser / generator that customized playlists based on which ‘deadlier sin’ best matched a listener’s profile.