Advertiser: The Nun Brand: The Nun Creative Agency: - Credits: -
CONJURING A SUCCESS AGAIN?
The Nun is a continuation of The Conjuring series that started in 2013. Its predecessors did so well at the box office that The Nun had a lot to live up to. The overall buzz on the ground was also not as positive as previous releases.
Insight, Strategy and the Idea
FIRST SCREENING ON THE SCARIEST DAY OF THE YEAR
We were lucky that premiere date fell during the Chinese Hungry Ghost Festival. On top of the 30 second trailers that had been airing, we wanted to provide an immersive horror experience. So it was the perfect opportunity for some scary nuns to make a special appearance at the cinema to scare the cinema goers.
NUNS INVADE THE CINEMA
Partnering with GSC Cinemas, we executed a full 360 experiential activation during the movie premiere. This meant we got some people to dress up as nuns to walk around, to chant and to engage with the cinema going audience on premiere night.
Results and Effectiveness
CONJURED A SUCCESS
The Nun grossed a solid RM21,000,000 which did well compared to its predecessors (The Conjuring 2 scored RM22m and Annabelle 2 scored RM24m at the box office. > The Nun’s special appearances created a social buzz and there were at least 100 postings on premiere night > We received free PR and news coverage value of RM300,000 as content portals picked up the buzz