Elmsta 3000 DM CANNIBAL BUFFET by Saatchi & Saatchi Stockholm

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Industry Shows, Events & Festivals
Media Direct marketing
Market Sweden
Agency Saatchi & Saatchi Stockholm
Art Director Gustav Egerstedt, Mårten Hedbom, Alexander Slagare
Released April 2009

Credits & Description

Category: Travel, Entertainment & Leisure
Advertiser: ELMSTA 3000 HORROR FEST
Product/Service: FILM FESTIVAL
Date of First Appearance: Apr 15 2009 12:00AM
Entrant Company: SAATCHI & SAATCHI, Stockholm, SWEDEN
Art Director: Gustav Egerstedt (Saatchi & Saatchi)
Art Director: Alexander Slagare (Saatchi & Saatchi)
Art Director: Mårten Hedbom (Saatchi & Saatchi)
Account Manager: Paula Andersson (Saatchi & Saatchi)
Art Director Assistant: Afshin Moeini (Saatchi & Saatchi)
Planner: Per Jaldeborg (Saatchi & Saatchi)
Media placement: Internet - Blocket.se (Sweden's Ebay) - 15/04/2009

Describe the brief/objective of the direct campaign.
The objective was to make more than half of the members of Elmsta 3000 Horror film society to attend The 2009 Spring festival. The members are horror film enthusiasts that breathe, eat and sleep horror films. In other words, real horror film nerds. The strategy was to be scarier than the films being screened. The theme for The 2009 film festival: cannibal films. We used the internet as our only communication channel. But in a brand new way.

Explain why the creative execution was relevant to the product or service.
The idea was to use already existing ads on Blocket (Swedish e-bay) to release clues that summed up to an invitation. They were sent out with one hour intervals to the target group with the e-mail to a friend function with the signature HSELF NAMUH(Backwards HUMAN FLESH) .

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
A chainsaw ad, thrash bags ad, spacious freezer ad, knife kit ad, wok pan ad and finally a toothpick ad. An easy riddle to decode for a horror film connoisseur. The toothpick ad was created by mr Hself Namuh, here you could read the time and date for the festival.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The film enthusiasts got the horror film festival message and there was an amazing 80% attendance at The 2009 spring festival! Remember, the goal was set to make 50% join in for the festival. And most importantly, this cannibal riddle was discussed at the festival from dusk to dawn.