London Dungeons: Censored

There is no greater fear than that which you cannot see. 

We worked with London Dungeons, the iconic jump-scare attraction on the South Bank, to bring the experience to life for domestic and international tourists. 

The Dungeons has a proud history of scaring the living daylights out of millions of visitors, but faced with new competition and a need to connect with a younger audience we had to evolve their advertising approach. Our solution was to dramatise not the fright itself, but the anticipation of it - the ‘don’t open that door’ moment in the horror film - building intrigue and ‘fight’ cues by censoring our own advertising. 

The results - intrigue sells. Despite deliberately avoiding showing what happens in the actual attraction we created a significant uplift in ROI for the attraction as a whole.