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Cannes Lions 2007: Cannes Lions 2007 Media Gold - GET SCARED MORE OFTEN
| See full size 1024x682 px | |
| Released: | June 2007 |
| Brand name: | Cannes Lions 2007  |
| Category: |
Cannes 2007 Media Gold
|
| Awards: |
Cannes Lions 2007 Media Gold
|
Credits:
Type Of Entry: Product and Service
Category: Publications & Media
Title: GET SCARED MORE OFTEN
Advertiser/Client: CORUS ENTERTAINMENT
Product/Service: SCREAM TV TELEVISION CHANNEL
Advertising Agency, City: ZIG, Toronto
Country: CANADA
Media/Advertising Agency, City: ZIG, Toronto
Country: CANADA
Category: Publications & Media
Title: GET SCARED MORE OFTEN
Advertiser/Client: CORUS ENTERTAINMENT
Product/Service: SCREAM TV TELEVISION CHANNEL
Advertising Agency, City: ZIG, Toronto
Country: CANADA
Media/Advertising Agency, City: ZIG, Toronto
Country: CANADA
Credit Details:
| Name | Position | Company |
| Stephen Leps/Aaron Starkman | Creative Directors | zig |
| Stephen Leps | Art Director | zig |
| Aaron Starkman | Copywriter | zig |
| Sheri Hachey/Lynn Sivec/Carlie Naftolin | Account Supervisors | zig |
| Graydon Sheppard | Director | UNTITLED |
| James Davis/Tom Evelyn | Producers | UNTITLED |
| Johnny Cliff | Director of Photography | UNTITLED |
| John Evans | Editor | Panic and Bob Editing |
| Ted Rosnick/Vlad Nickolic | Sound Design | Rosnick MacKinnon Webster |
| Justin Poy | Special Effects | The Justin Poy Agency |
Innovative Media Strategy:
The perception in Canada is that Scream TV only offers
slasher movies like Friday the 13th and Nightmare on Elm Street. The reality is
Scream offers more intellectual mainstream movies like The 6th sense. We wanted
people to know that these types of movies are on and often. In order to get
people to remember the message, we developed an approach that would give them a
real-life thrill. Instead of buying billboard space, we rented a house in a high
pedestrian-traffic area. Then we proceeded to direct thousands more to this
house through viral videos, blogging and invading chat rooms as well as sending
emails.
Creative Execution:
For three weeks in September, people in Toronto
witnessed something they had never seen before. In an old Victorian house
window, they saw a ghost of a little girl. She would skip from window to window,
braid her hair, run, look down, and perform a total of forty different actions.
We used a holographic projector to illuminate her and within days, it was
standing room only outside the house. Everyone wanted to catch a glimpse her.
Target Audience:
It started out with ghost in a house, within days it
seemed as though everyone in Toronto had heard about it. People got emails from
desperate ghost hunters-or so they thought, chat rooms were hijacked with a link
to a video of the ghost, and then discussions arose about her. We took part in
these discussions. We revealed it was for Scream Tv, live at the location, in a
television spot, and online.
Effectiveness:
It cost just $5,000 CDN to rent the house. What ensued
was over 2.1 million hits on the internet, thousands of people showing up to the
house, major national media coverage(i.e. The National Post), and an immediate
subscription increase of 29%.