Hopi Hari is Brazil’s largest theme park.

They have held the Hora do Horror event every year for the last ten years and wanted to create buzz and excitement around the 10^th anniversary show, which was even bigger and scarier.

Idea

To suggest quite how frightening the 2011 show was, journalists and bloggers were mailed a fresh set of underpants with the message, “Horror Hour, the 10^th Anniversary. Better come prepared”.

Along with the gift was an explanation and an invitation to visit Hopi Hari.

Results

200 bloggers who specialised in entertainment were mailed the underpants. 175 of them attended the opening event.

In under 24 hours, the mailing had generated over 2,500 comments and shares in all social media with hundreds of tweets and re-tweets about both the mailing and the event.

Comment

This route isn’t particularly original, writing to your target audience and telling them they will be scared witless when they try your new scary product, service etc. This idea pf the ‘testicle implants’ from FCB Melbourne belongs to the genre.

But it has a very clear proposition. You’ll s**t yourself at Hop Hari and it doesn’t let anything get in the way of it. It’s not all that often you can say that of a piece of DM.

Also, it’s funny. And I have always believed that laughter is the first and most important response you can get from a mailing because, in the laughter, is the beginnings of a relationship. Brands that make me smile are brands I like.

Hopi Hari is Brazil’s largest themClient: Hopi Hari

Product: Horror Hour

Title: The spare underwear

Media: Direct

Country: Brazil

Date of campaign: May 2011

Agency: Publicis Brazil

Creative Team:

Copywriter: Luis Felipe Figueiredo

Art Director: Rodrigo Panucci

Creative Directors: Hugo Rodrigues, Denis Kakazu

Production:

Agency Production: Rita Vilarim, Thiago Loureiro

Photographer: Fábio Bataglia

Other:

Account Team: Fernando Silva, Cesar Arantes, Marcus Nakata, Melissa Gamoeda