Organizing a campaign in the spirit of Halloween during Covid – a real challenge!
How organizing a campaign in the spirit of Halloween during Covid19 has become a real challenge! The “scary” creative possessed the freaks and they dived into thoughts. Suddenly the idea came and we started working on it.
In recent years, it has been extremely challenging to create a campaign that is different and creative, escaping from the accepted templates with which we associate Halloween. Well, in 2020, in spite of us and to top it all off, another challenge popped up – COVID-19. Due to the security measures and the restrictions we were faced with, we could not carry out our favorite and well-known Halloween campaigns for Galleria Stara Zagora – Scariest Costume Contest and for Galleria Burgas – The Scary Labyrinth.
However, we at Social Freaks, by no means lost faith in our creative skills and couldn’t wait to face the new challenge. And so the team of freaks, each with a glass of wine in hand and keeping their distance, of course, set out to find an idea for a new campaign. And soon it was already a fact!
In the following lines, you will learn how we developed our idea, combining the scary holiday with the situation around COVID-19.
Insight
Our campaign insight is deeply rooted in the COVID-19 situation and the desire to create something both scary and useful. So we decided to give out masks, not just any kind, but scary ones. Because we know that deep down no one likes to wear them, but it’s still recommended, we decided to make them fashionably, completely in the spirit of Halloween, with famous movie characters from horror movies. The target was not limited, there was something for everyone – men, women, and children. Boo..
Creative
The real creative came from the idea of creating fashionable and unique masks that you can only find in Galleria Stara Zagora and Galleria Burgas, so we decided that presenting them in the key visual was extremely important. The slogans of the two malls were shouting the creative out loud.
Mechanics
The campaign mechanics were simple and straightforward. Consumers were able to pick up their designer masks at the Information Desk upon providing a purchase receipt, with no minimum value requirement. 200 masks were distributed per day for 4 days.
To bring the Halloween spirit everywhere, our campaigns are communicated on Facebook and Instagram. Our key visuals flooded the platforms and our animated videos transformed our stories.
The Results
Users were more than happy and little kids were the happiest of all to have a mask of their favorite scary character. The interest was huge and in no time the daily numbers of masks were distributed. Users flooded social networks with positive comments and couldn’t wait for the next day to get some of the scary designer masks.
The team of freaks broke their “scary” creativity and created a campaign that ended in success. Galleria Stara Zagora and Galleria Burgas were so pleased that they didn’t want it to end.
Fear nothing, but boldly follow our blog for more of our new campaigns.
