Campaign details
Brand: Unknown UserBrand Owner: Universal Pictures International Germany GmbHLead Agency: PHD GermanyCountry: GermanyIndustries: Films & moviesMedia Channels: Online video, Social media
Executive Summary
Horror films generally have a limited core audience in Germany. Combine this with a small media budget and low client expectations towards the success of the movie and you will end up with a brave mono-digital strategy.
The cornerstone of the campaign became a bespoke viral video that convinced a critical target audience to go to the cinema and watch the movie. A target...