Elmsta 3000 Horror Fest is a film festival exclusive to members, they are hard core horror fans. This year’s theme was ”Virus Outbreak Horror”. The strategy was to scare the living daylight out of the members and at the same time be very tactical and get them to RVSP (not knowing the amount of people attending the festival has been a problem for them historically, .) and also reveal this year's festival theme.
We made flat mail more personal than ever using data from social media check-ins to pin point where the members had been "infected". The members supplied us the data we needed themselves, without knowing it. Also, we invented the US agency "The National Institute For Disease Control" and took time to post all letters from the US, as well as registering a US phone number.
The invitation is very appropriate for the brand as the festival's members are diehard horror movie fanatics who love a good scare.
Describe the creative solution to the brief/objective.
This year’s festival theme was ”Virus Outbreak Horror”. The members received a letter posted in the US from The National Institute For Disease Control. It informed them that they might be infected by a deadly virus. Each letter was personal and used recent check-ins on Facebook to point out the suspected place of infection and ended with a US phone number to a doctor that they were urged to call. When calling, the heard a voice message telling them that their only chance of survival was to attend the festival and drink the experimental antidote.
The goal was to get over 70% of the members to rsvp within one week. Over 90% of the members called the US number and rsvpd the same day they got the letter. The festival had its second best attendance in its 10 year history.