Chessington World of Adventures

Clare Phillips

Campaign in 1999 for Chessington World of Adventures ( a new ride, the Samurai). Objective: to encourage teenagers to visit.
Author: Clare Phillips

Fear is the Key: How Chessington Scared Teenagers Onto its New Ride

SYNOPSIS

This is a paper that shows the difference between a watertight guarantee and a half-hearted promise. It shows how it is possible to create white-knuckle advertising for a white-knuckle ride, by exploring the difference between evoking fear and reporting it. All too often, advertising shows an emotion without ever evoking it in the viewer. Advertising, to be effective, must go beyond simple representation if it is to transform the viewer from spectator to participant. By examining the role of fear, Planning provided the...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands