Moment of Terror - D6 Creative Room
Calle 13
Issue 12 | September 2009
Agency
D6
Creative Team
D6 Creative Room
Date
January 2009
Background
The 19th edition of the San Sebastián Horror and Fantasy Film Festival provided an ideal setting for a new ‘Moment of Terror’ sponsored by Calle 13.
Idea
Festival-goers arriving at the film venues were greeted by a poster announcing: “Turn on your Bluetooth and receive our message.” When they did, they received a terrifying message indeed, informing them that: “The cost of this message is 17,85€”. After this unsettling initial moment, a second message appeared on their screens saying: “Moment of Terror sponsored by Calle 13” and then closing with the channel’s logo.
Results
Among all those attending the festival that weekend, our Bluetooth transmission devices detected 2,184 telephones capable of receiving our message (i.e. phones which were turned on and with their Bluetooth displays visible). Of these, we were able to send our message to 1,308 phones.
Our Thoughts
Eliciting an emotion is what we’re all about. And this definitely does that in an unexpected way. Very simple. I think this one will grow on me. In fact it already has.