THE MICROWAVE MEAL OF HORRORS by Demner, Merlicek & Bergmann for Fright Nights Independent Horror Film Festival

THE MICROWAVE MEAL OF HORRORS

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Industry Cinemas, Theatres & Concert Halls, Shows, Events & Festivals
Media Print, Magazine & Newspaper
Market Austria
Agency Demner, Merlicek & Bergmann
Creative Director René Pichler, Sebastian Kaufmann, Alistair Thompson, Rosa Haider Merlicek
Art Director Florence Forbach
Copywriter Dominik Niebauer, Florence Forbach, Katharina Maun
Producer Stefanie Richard
Released September 2011

Credits & Description

Category: Entertainment & Leisure
Advertiser: FRIGHT NIGHTS INDEPENDENT HORROR FILM FESTIVAL
Product/Service: HORROR FILM FESTIVAL
Agency: DEMNER
Account Management: Christian Ertl (DEMNER, MERLICEK & BERGMANN)
Account Management: Tuende Kiss (DEMNER, MERLICEK & BERGMANN)
Creative Director: Alistair Thompson (DEMNER, MERLICEK & BERGMANN)
Creative Director: Rene Pichler (DEMNER, MERLICEK & BERGMANN)
Creative Director: Sebastian Kaufmann (DEMNER, MERLICEK & BERGMANN)
Creative Director: Rosa Haider (DEMNER, MERLICEK & BERGMANN)
Art Director: Florence Forbach (DEMNER, MERLICEK & BERGMANN)
Copywriter: Katharina Maun (DEMNER, MERLICEK & BERGMANN)
Copywriter: Florence Forbach (DEMNER, MERLICEK & BERGMANN)
Copywriter: Dominik Niebauer (DEMNER, MERLICEK & BERGMANN)
Graphic: Florence Forbach (DEMNER, MERLICEK & BERGMANN)
Producer: Stefanie Richard (DEMNER, MERLICEK & BERGMANN)
Media placement: Packaging - Chef Menue Microwave Meals in Supermarkets near Universities and Student Dorms - 28th September 2011

Describe the objective of the promotion.
Get more attention for the Fright Nights Horror Film Festival and raise the number of visitors by at least 20%.

Describe how the promotion developed from concept to implementation.
Horror Film Fans feed on 2 things: gore and microwave meals. And one of the festival’s sponsors is a big convenience food producer. So we decided to ask them for some ad space on their microwave meals. We placed the meals in supermarkets near Universities and student dorms.

Explain why the method of promotion was most relevant to the product or service.
We wanted to make them hungry for horror by using a simple fact: both horror films and microwave meals rely on one thing: stabbing.

So we teamed up with one of the festival’s sponsors: Chef Menue - one of Austria’s biggest convenience food producers. We placed stickers showing a fearful face on their microwave meals.
And putting the consumer in the murderer’s perspective when stabbing the meal, before microwaving it, appeased their appetite for more horror.

Describe the success of the promotion with both client and consumer including some quantifiable results.
1,500 stickers on microwave meals from the festival’s Sponsor Chef Menue led to a rise of 38% in visitor numbers. That means in numbers: 1,779 visitors in 2011, compared to 1,289 in 2010. So very little space and finances led to a huge outcome.