2013 Results

CAT 26 - Mobile Communications (MI)


Saatchi & Saatchi (SWEDEN)

Elmsta 3000 Horror Fest, Horror Movie Festival: "Home Invasion"26-02705-MI

Agency (& City): Saatchi & Saatchi Stockholm

Creative Director(s): Gustav Egerstedt

Copywriter(s): Petter Dixelius

Planner: Elin Johansson

Digital creative: Erik Hiort af Ornäs

Coordinator: Stella Cocozza Laconelli

Short explanation

The theme for this years festival was Home Invasion, a small niche in horror movie history. Considering the theme, our address and phone number register to the festival members became the idea. First we sent an MMS to them from an unknown number: a picture taken outside their respective homes. 30 minuters later a personal text message was sent. "David (example). We are waiting for you. In your kitchen." When they googled the number they found a banner ad saying "Now we're in your bed room." It lead to our campaign site where they could RSVP by texting "I am dead meat." All members RSVPd within 2 hours and were given a real and relevant scare.


Elmsta 3000 Horror Fest is a Swedish horror movie festival.