Brand Owner: Parque de Diversiones
Region: Costa Rica
Date: June-July 2005
Media Agency: OMD
Other Agency: BBDO
There's a growing trend developing among media planners that's called "sector strategy swap." This is where a brand in one sector adopts the guise of another sector to open up a whole new avenue of media communication.
This case study for Jack's Nightmares showcases a great bit of lateral thinking. The product itself is an amusement park ride -- part of the host of rides at the Parque de Diversiones, the largest amusement park in Costa Rica. The ride involves a haunted house and this led to the agencies branding it as if it were a horror movie.
After this insight, it was almost natural to create a fake movie and issue DVD boxes to every video rental store in the country. Thus the park and its new ride were promoted via display shelves to attentive browsing 12- to 17-year-olds across the land. OMD carried this film subterfuge all the way to the end credits, with posters in-store and by issuing "film" T-shirts to staff.
Although similar "swaps" have happened in the past (a jeans launch once famously pretended to be a movie) it is not often that the media follows through in such an innovative way.
Receipts to the park rose 12% year-on-year. And waiting times for Jack's Nightmares broke the two-hour barrier during the summer season.
Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc