DAM SERIES

CHALLENGE

SA’s viewing landscape is dominated by reality shows, telenovelas and TikTok videos. How do you get people to pay to watch a niche local horror?

SOLUTION

A major theme of the series is that if you don’t confront the past, it’ll haunt your present. Remarketing banners are essentially your internet past haunting your present, so we created creepy ones that followed users around the internet, and that threatened to never let up until people “confronted” their browsing past by following the CTA.

On YouTube, we created skippable ads that weren’t really skippable at all. When users skipped a video to escape the waking nightmare, they were sucked right back into the dark sequential narrative we’d created.

We also created so many additional elements showcasing Dam’s themes that, even if users managed to escape our clutches online, they couldn’t escape the reach of the through-the-line integrated campaign. The results? Scary good!

New Gen Awards - 2021 Bronze Most Viral Campaign “Dam”
New Gen Awards - 2021 Gold Excellence in Content Marketing “Dam”
Promax - 2021 Gold Best Integrated Marketing Campaign for a programme/Channel/Platform “Dam”