Morning commuters were given a hellish fright to start the week when a bevy of demonic nuns flooded Martin Place on Tuesday. The stunt was the first of many terrifying treats lined up to scare unsuspecting consumers to promote Warner Bros. Pictures’ and New Line Cinema’s horror thriller, ‘The Nun’. The campaign was orchestrated by Roadshow Films and OMD, in partnership with Habitat.
Says Age Conte, product marketing manager, Roadshow Films: “We wanted to have a lot of fun bringing the gothic horror of this leading franchise to Australian audiences, so the question naturally arose; why restrict the scares to the cinema? Let’s bring ‘The Nun’ into the real world.”
Says Kadey McIntosh, OMD Melbourne: “Our objective was to make ‘The Nun’ feel like a step up in the scare factor of the Conjuring Universe by shocking consumers throughout the campaign. We knew the best way to do it was to bring ‘The Nun’ to life and Habitat was the ideal partner to help us deliver this.”
In addition to the live action stunt, more scares have been inflicted on video streaming platform, Twitch.TV. Twitch social influencers streamed live video feeds via the platform in the form of ‘The Nun’ themed jump scares. Furthermore, video and audio ads on Facebook, Instagram and Spotify will continue to shatter the comfort zones of unsuspecting fans and non-fans alike throughout the week.
‘The Nun’, directed by Corin Hardy (“The Hallow”) and produced by James Wan, and Peter Safran, the latter of whom has produced all the films in “The Conjuring” franchise, delves into the shocking origin of the demonic Nun Valak, who first made her evil presence known in “The Conjuring 2.”
‘The Nun’ is in cinemas nationally from today, Thursday, 6th of September.