After the success of the BBC drama Sherlock, writers Mark Gatiss and Steven Moffat turned their attention to Bram Stoker’s Dracula. Given the unexpected nature of Dracula, we wanted to be equally unexpected in our approach to bringing the flagship drama, into the real world.
We wanted to drive maximum exposure and impact across launch and give our audience an unexpected treat. We installed special builds in elevated sites that were a cluster of 3D bloody stakes by day, but by night Dracula’s stake-impaled canvas cast an unmissable shadowy silhouette.
The execution saw an amazing response from the public, driving huge earned reach across social and publishers’ platforms, trending across Reddit’s homepage, with exposure across both the national and industry press.
The campaign also achieved over 60% of the chatter volume of the John Lewis Christmas ad, but with only 0.24% of its media spend.