| Title | THE NIGHT TERROR APP |
| Brand | HORROR CHANNEL UK |
| Product/Service | TELEVISION BROADCASTING NETWORK |
| Category |
A06. OTHER DIGITAL SOLUTIONS IN A DIRECT MARKETING CAMPAIGN |
|
Entrant Company
|
INTERONE Hamburg, GERMANY
|
|
Advertising Agency
|
INTERONE Hamburg, GERMANY
|
Credits
| Michael Ohanian |
Interone BBDO |
Chief Creative Officer |
| Matthias Schäfer |
Interone BBDO |
Group Creative Director |
| Roy Cohen |
Interone BBDO |
Executive Creative Director |
| Jacques Pense |
Interone BBDO |
Executive Creative Director |
| Gregor Myszor |
Interone BBDO |
Creative Director |
| Elvira Sipos |
Interone BBDO |
Copywriter |
| Adzoa Tsekpo |
Interone BBDO |
Copywriter |
| Christoph Pfeffer |
Interone BBDO |
Copywriter |
| Lillian Prigge |
Interone BBDO |
Copywriter |
| Alex Brieschenk |
Interone BBDO |
Art Director |
| Marian Cizmarik |
Interone BBDO |
Art Director |
| Pedro Americo |
Interone BBDO |
Art Director |
| Thomas Fink |
Interone BBDO |
Programmer |
| David Moldenhauer |
Interone BBDO |
Programmer |
| Jörg Radehaus |
Interone BBDO |
Concept Designer |
| Andrew Viall |
Chellozone |
Client Account Director |
The Brief
Horror Channel UK is exactly the right place for genuine fans of the spine-chilling and the spooky. When the channel wanted to promote its new blood-curdling program, it faced a massive challenge: How do you create new excitement among horror fans whose life is packed with excitement anyway?
Creative Execution
It is hard to capture horror fans’ attention. So we needed something bold and irregular to attract them. The Night Terror app was the first app made only for real horror fans. As it was an experimental promotion, it worked for some fans, but not for others. But the real goal was achieved when all of them talked about it on the net and spread the word about the Horror Channel’s new program.
Describe the creative solution to the brief/objective.
We developed a unique communication channel: the ‘Night Terror’ mobile app that turns your dreams into nightmares
All you need to do is to choose a story, place the phone next to your pillow and listen to the story as you fall asleep. When the phone detects the REM phase, subtle story-related sound effects play to the subconscious. And the nightmare begins.
Results
More than 40,000 users dared to try the app and shared their experience on the net. At the same time, hundreds of sites around the globe also wrote about the Night Terror app. It provided the Horror Channel with a 700% increase in mentions during the campaign period. And when the Horror Channel created a special “Night Terror” day, it broke the channel rating record with 11.3 points. That was more than double compared to its average rating figure.