Local stunt to promote Fox series, receives accolades

2 Mar 2012

An activation in South African cinemas for a TV series went viral within days of being loaded to YouTube and won praise from Fox International for its originality. The activation, for Season 2 of The Walking Dead, airing now on FX on TopTV, was created by ad agency Ireland/Davenport, who won awards for its work on Season 1.

The activation took place in cinemas across the country. Audiences watched as what seemed to be a clichéd trailer for a trivial romantic comedy began. However towards the end of the trailer, an actor made up in highly realistic make-up to look like a zombie, entered the theatre.

"An act of genius"

The blood-covered zombie lurched his way to the front of the theatre, groaning threateningly, then as he reached the front of the theatre the lead actress in the rom-com trailer paused in mid-sentence, reached for a hand gun and shot him multiple times. The zombie collapsed to the ground screaming in pain.

The audience was at first terrified and then delighted as they got the joke and realised that this was a stunt to promote season two of The Walking Dead.

"When the US-based producers saw the activation, their response was that it is an act of genius," says Thandi Davids of Fox International Channels. "The team at Ireland/Davenport have done an amazing job on both Season 1 and Season 2."

"Audience's reaction is real"

Bradley Knowles, group account director at Ireland/Davenport says, "What makes the activation different is that it is not 'scam'. The audience was completely unsuspecting of the zombie and the audience's reaction is real."

Season 1 gained the agency accolades on the international awards circuit, including DA&D 2011, One Show 2011 and Cannes and locally at both Loeries and the Creative Circle awards. "With the work we are doing for Season 2 we sincerely hope to follow suit," says Susan Napier, MD of Ireland/Davenport.

"It's time South Africa pushed the envelope when creating ads. We have to compete on an international level and I am proud to work with an agency that is not afraid to present such a jaw-dropping, mind-blowing concept," says Natasja Madinda, marketing manager at TopTV. "It was a hit from the beginning and the 808,677 views we have on You Tube - is proof that the SA consumer is ready for creativity that is out of this world - literally!"

The activation campaign ran for a period of three weeks in cinemas throughout South Africa.