DDB Group HK Puts Fear into the Ears for Hang Lung Properties' Halloween

DDB Group Hong Kong is giving visitors to Hang Lung Properties’ The Peak Galleria an earful with a terrifying new take on a Halloween classic this October. 

The agency is tapping into the power of sound to dial up the horror for the shopping mall’s haunted house experience set in a dark and twisted clown’s playground. The auditory ‘Halloween Haunted Playground’ is daring visitors to ‘experience what you hear because there is no turning back’.

“Sound has the ability to alter any experience for the better or worse. It has the potential to completely strip a horror movie of its terror, making it almost laughable,” said Carol Lam, Chief Creative Officer and Managing Director at DDB Group Hong Kong. “Inspired by this insight, we’re turning ‘scary’ into ‘absolutely terrifying’ this Halloween.”

Three teaser videos kicked off the campaign driving awareness, visitors and ultimately sales at The Peak Galleria. Demonstrating the power of sound to inspire fear, the videos released on Facebook appear innocent at first glance but take on a whole new meaning when a mixture of spine-chilling sounds are introduced. In addition, a WhatsApp audio recording featuring a run-of-the-mill conversation mixed with unsettling clown voices further intensified the fear factor in the lead up to the launch. 

The campaign is supported by an on–ground photo booth installation with a petrifying twist, mall decorations, OOH visuals, a launch event and street activation featuring key opinion leaders. 

The agency is also charged with bringing to life a more family-friendly Halloween experience at Hang Lung Properties’ Kornhill Plaza, where young visitors can enjoy a ‘frightfully good time’ in a playground installation beset with a gang of mischievous red-nosed ghosts.