How do you launch season 2 of Jemaine Clement and Taika Waititi’s police mocumentary Wellington Paranormal? While also growing the shows success with its avid fanbase? And also increasing reach across a broader audience?
We created a noisy campaign that reached the public with surprising creative, while rewarding existing fans with extra content. The aim was to show that a paranormal world lurked just below the surface of peoples' daily lives. And we did this across all platforms that we could, starting with static posters in bus shelters.
Haunted Posters
We took advantage of the opportunities available to backlit bus shelter posters by presenting a straight forward Police recruitment message during the day into a confronting scene of supernatural menace when the lights turned on at night.
The recruitment message took on extra meaning for fans who took a slightly closer look, presenting them with an opportunity to call the Wellington Paranormal Citizens' Brigade hotline on the phone.
Poster detail
In cinemas, we jumped on the opportunity to widen exposure to the show through smart placement of our promo next to the trailer for Taika Waititi's soon-to-premiere hit Jojo Rabbit.
60" Cinema Trailer
Ahead of the screening of Ghostbusters on TVNZ Duke, we included an opener promo that once again delivered commentary around a broader paranormal comedy fanbase, while presenting the audience with another opportunity to contact the Wellington Paranormal Citizens' Brigade hotline.
10" Ghostbusters Opener promo
To create the hotline we captured character voice performances during a promotional photoshoot, and we set up a phone number on TVNZ's existing telephone infrastructure. The result was a cost effective way to provide an unexpected reward for fans.
Citizens' Brigade Hotline voicemail
Playing into the mockumentary conceit of the show, we created a promo to stitch into a well-loved Police observational documentary show on TVNZ 2 called Police Ten 7. It appeared as the first promo in the ad break, giving the impression that it was a new segment of the show.
30" Stunted promo
