Campaign details
Brand: Universal Studios SingaporeBrand owner: Resorts World SentosaLead agency: PHD SingaporeCountry: SingaporeIndustries: Museums, attractions, librariesMedia channels: Online display, Outdoor, out-of-home, Radio & audioBudget: 500k - 1 million
Executive summary
Universal Studios Singapore had set the standard for Halloween in Singapore since 2011 with their marquee Halloween Horror Nights event – a mix of haunted houses, scare zones, zombies and rollercoasters.
However, after six years of scaring Singaporeans, ticket sales among new and repeat guests became increasingly challenging, as Singaporeans started to get wise to what was...