Campaign details

Brand: Universal Studios Singapore
Brand owner: Resorts World Sentosa, Singapore
Lead agency: PHD Singapore
Country: Singapore
Industries: Museums, attractions, libraries
Media channels: Outdoor, out-of-home, Radio & audio, Word of mouth, advocacy
Budget: 500k - 1 million

Executive summary

Universal Studios Singapore had set the standard for Halloween in Singapore since 2011, with its marquee Halloween Horror Nights event – a mix of haunted houses, scare zones, zombies and rollercoasters.

However, after six years of scaring Singaporeans, selling tickets to new and repeat guests became increasingly challenging, as Singaporeans started to get wise to what was behind each door at every Halloween Horror Nights. Fear comes from the unknown, and we now faced a know-it-all audience.