Universal Studios Singapore: Turning fear into FOMO

Universal Studios Singapore, Universal's theme park, grew awareness with its Halloween Horror Nights event.

Campaign details

Brand: Universal Studios SingaporeBrand owner: Resorts World SentosaLead agency: PHD SingaporeCountry: SingaporeIndustries: Museums, attractions, librariesMedia channels: Online display, Outdoor, out-of-home, Radio & audioBudget: 500k - 1 million

Executive summary

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

However, after six years of scaring Singaporeans, ticket sales among new and repeat guests became increasingly challenging, as Singaporeans started to get wise to what was...

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