Campaign details

Brand: Universal Studios Singapore
Brand owner: Resorts World Sentosa
Lead agency: PHD Singapore
Country: Singapore
Industries: Museums, attractions, libraries
Media channels: Online display, Outdoor, out-of-home, Radio & audio
Budget: 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 behind each door at every Halloween Horror Nights event. Fear comes from the unknown, and we now faced a know-it-all audience.

We needed to get Singaporean millennials excited once more about Halloween Horror Nights and our campaign leveraged a very particular fear that persists among millennials – the fear of missing out (FOMO).