Experiential Event
Sony Pictures:
Ghostbusters Waterloo
I crossed the streams to help create London’s biggest ambient takeover.
Problem - Sony Pictures had been working for years to resurrect the Ghostbusters franchise with a new cast and setting. The challenge was to capture the imagination of cynical audiences who couldn’t see past the ghostbusters of their youth.
The Big Idea – The Ghostbusters Franchise Fusion - childhood nostalgia meets the re-imagined universe in a once-in-a-lifetime experiential event.
Creative Execution – A massive ambient takeover that promoted the reimagined franchise while appeasing older fans of the original movies - with the Stay Puft Marshmallow man taking center stage – right in the middle of Waterloo station.
Ghostly goings on at Waterloo Station.
It began with an awe-inspiring Stay Puft Marshmallow Man, constructed 8 months before the film’s release in near top-secret conditions…
Ghostly constructs, social-trending spectres and real life Ghostbusters.
Not content to simply break a hole through Waterloo’s concourse with the marshmallow man, we also rolled out a series of smaller eye-catching pieces throughout the station – including slime-covered security cameras, a replica subway station selling merchandise and a limited-edition Slimer London underground map.
To further bring the experience to life, we brought on board a group of experiential actors and dressed them up as Ghostbusters. They ran through the station causing all kinds of havoc to further bring the creative to life.
The results were off the PKE meter…
53
MILLION impressions on and offline - one of the biggest EVER UK experiential campaigns.
363
THOUSAND calls to the Ghostbusters emergency hotline.
9
THOUSAND competition entries via the Metro newspaper.