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Branded Entertainment
Branded Entertainment Audio

Bronze Winner

Entrant: Interone BBDO, Munich

Horror Channel UK
"The Night Terror App"

Corporate Name of Sponsored Client: Chellozone
Client Account Director: Andrew Viall
Account Managers: Theresa Roth/Simon Heydecker
PR / Marketing: Melissa Goss
Television Broadcasting Network: Horror Channel UK
Agency: Interone BBDO, Munich
Chief Creative Officer: Michael Ohanian
Group Creative Director: Matthias Schäfer
Executive Creative Directors: Roy Cohen/Jacques Pense
Creative Director: Gregor Myszor
Copywriters: Elvira Sipos/Christoph Pfeffer/Lillian Prigge/
    Adzoa Tsekpo
Art Directors: Gregor Myszor/Alex Brieschenk/Marian Cizmarik/
    Pedro Americo
Programmers: Thomas Fink/David Moldenhauer
Production Company: NHB
Digital Production Company: Interone
Sound Designers: Michael Pacheco/Mark Duckett
Concept Designer: Jörg Radehaus

Description of the Project:
Horror Channel UK is exactly the right place for genuine fans of the spine-chilling and the spooky. When the channel wanted to promote its new blood-curdling program, it faced a massive challenge: How do you create new excitement among horror fans whose life is packed with excitement anyway? 

We developed a unique communication channel: the ‘Night Terror’ mobile app that turns your dreams into nightmares

All you need to do is to choose a story, place the phone next to your pillow and listen to the story as you fall asleep. When the phone detects the REM phase, subtle story-related sound effects play to the subconscious. And the nightmare begins.

More than 40,000 users dared to try the app and shared their experience on the net. At the same time, hundreds of sites around the globe also wrote about the Night Terror app. It provided the Horror Channel with a 700% increase in mentions during the campaign period. And when the Horror Channel created a special “Night Terror” day, it broke the channel rating record with 11.3 points. That was more than double compared to its average rating figure.