Fox International Channels Promo, Case study ZOMBIE WALKS by Arena Santiago


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Industry TV Channels/Radio Stations and Programmes
Media Promo & PR, Case study
Market Chile
Agency Arena Santiago
Account Supervisor Catalina Araya
Released October 2011

Credits & Description

Category: Best Localised Campaign
Product/Service: TV STATION
Media Agency: ARENA CHILE, Santiago, CHILE
General Manager: Francisco Hojas (Arena Media Chile)
Account Manager: Marcelo Rivera (Arena Media Chile)
Account Supervisor: Catalina Araya (Arena Media Chile)
Director/Activation General Producer: Jorge Dr. Zombie David (Cáfila zombirica)
General Manager: Fernando Gualda (Fox Latinamerican Channels)
Marketing Manager: Carolina Tellez (Fox Latinamerican Channels)
Brand Manager: Jose Pedro Hargous (Fox Latinamerican Channels)
Director Of Marketing and Communications: Sebastian Haritcalde (Havas Media Chile)
Chief Executive Officer: Esteban Calvo (Havas Media Chile)
Creative Agency/Argentina: Doblege (Doblege)
Production Company: The Cow Company (The Cow Company)
Media placement: Paid TV - FOX Cannel - September 26, 2011
Media placement: Radio - Radio Sonar - October 10, 2011
Media placement: Outdoor - Zombie Walk - October 15, 2011
Media placement: Internet, And Social Media - FOX Webpage And Facebook - October 3, 2011
Media placement: RRPP - Gifts For Media And Journalists - October 3, 2011

Insights, Strategy & the Idea
Something was happening, a social phenomenon, people wanted to express themselves at every moment.
2011; the year when protesters took the streets of Chile and all around the world.
Chile offered a perfect environment to organise all kinds of cultural and social manifestations.
It's a fact! People had the power, especially in social media.
FOX, a TV Paid channel, faced the task to launch the second season of 'The Walking Dead', the first zombie genre TV series in Chile. The goal was to make the series well known, get massive expectation and increase the audience in 15%.
It was necessary to announce the new season in an innovative and striking way, in order to attract as many audiences as possible.
Our challenge was to create an original activation; something that could fit that special atmosphere... everything with the additional difficulty of creating something innovated with low cost.

Creative Execution
This atmosphere inspired us to develop a unique idea. A ZOMBIE WALK!
From the glooms we decided to join a zombie fraternity and become part of their walk, a pioneer demonstration never seen before in Chile. We saw an opportunity to reach all the fanatics at once and use the walk as a platform to communicate the beginning of the season.
We wanted to be part of something innovative that generates real impact on the street and press. We colonised Santiago calling the people to adhere this rebellion. They participated very motivated, dressing up with creative costumes, full of colours and make up.
We provided a unique experience for citizens to participate in an innovative activity.
Moreover, our idea was something that shared the spirit of the social phenomenon that was happening in Chile.
An integrated campaign supported this activation with campaigns on paid TV, Internet, social media, outdoor and radio.

Results and Effectiveness
+6,000 people participated, exceeding by 50% the objective.
Fans spread the manifestation through social media (+9,000 friends)
Other countries replicated the manifestation.
FOX reached a high audience. Rating increase 25% consolidating a leading position. The launch was one of the most successful in the history of FOX Channel in the market.
Walking Dead is today one of the top 3 most watched series on pay TV in Chile.
We got media coverage for free estimated in 9x the total activation budget.
Other collateral demonstrations: Thriller dances at the front of the presidential palace, family’s home videos, zombie dances on weddings.