Title	LUCY
Brand	ELMSTA 3000 HORROR FEST
Product/Service	FILM FESTIVAL
Category	A03. Use of Print
Entrant Company	SAATCHI & SAATCHI Stockholm, SWEDEN
Advertising Agency	SAATCHI & SAATCHI Stockholm, SWEDEN

Name	Company	Position
Gustav Egerstedt	Saatchi/Saatchi Stockholm	Executive Creative Director
Erik Wingfors	Saatchi/Saatchi Stockholm	Copywriter
Petter Dixelius	Saatchi/Saatchi Stockholm	Copywriter
Petter Esbjörnsson	Saatchi/Saatchi Stockholm	Copywriter
Olov Lagerkvist	Saatchi/Saatchi Stockholm	Art Director
Erik Hiort Af Ornäs	Saatchi/Saatchi Stockholm	Art Director
Victor Bergabo	Saatchi/Saatchi Stockholm	Art Director
Elin Johansson	Saatchi/Saatchi Stockholm	Planner

Brief Explanation

Historically the festival has had trouble getting people to RSVP in time. So the objective was to catch their attention early on and get them to RSVP more urgently than usual. Since it’s a horror film festival and this years theme was ”Evil kids” our ”baptism of satan” print ad was very relevant. Both since it’s resonates good with the theme and also since it was a way to really catch the target groups attention.

Results and Effectiveness

Goal: Get 60% to RSVP in time. Result: 81% RSVP:d within 24 hours of the print ad reaching the news. Goal: Get attention in media to create loyalty and pride from the members and buzz around the festival from the rest of the world. Result: We got global recognition and the festival became world famous within a couple of days.

Creative Execution

Our plan was to make the ad disturbing enough for media to pick it up and then spread it through the news and social media.

Insights, Strategy and the Idea

The target audience was the existing members of the festival. This is a group of horror film enthusiasts who love a good scare. Many of them has been members of the festival for many years. The more serious newspaper, the more controveral our ad would be. So we placed our ad in one of Sweden's biggest news papers.