DStv Halloween campaign
To drive subscriber engagement, associate the brand and programming with Halloween, and allow the brand to 'own' a particular day we created a tongue-in-cheek remarketing campaign for DStv the mirrored the over-the-top sentiment most typical of Halloween horror movies.
First, we had introduce the campaign and get customers' IP addresses in order to remarket to them, so we sent an email to the customer base, warning them of ... something evil ... taking over machines worldwide.
Recipients where then asked to share the warning
We then started a remarketing campaign that comprised an entity 'speaking' to customers through banners as they browsed the internet. This part of the campaign ran for several days before Halloween; the messaging becoming more and more intimate and intimidating.
The 'entity' in the banner would 'talk' to the subscriber and ask questions or make a statement prompting engagement. Once the subscriber began replying to the 'entity', the conversation would descend into a macabre and frightening scenario...
Before taking subscribers to the DStv Halloween campaign site which informed visitors about the horror line-up over Halloween.
Before taking subscribers to the DStv Halloween campaign site which informed visitors about the horror line-up over Halloween.
