Covid-19 hasn’t stopped us doing our FLO thing. In fact, it’s made us hone our skills. Our Halloween campaign for Twitter going live today is a great example.
In our third partnership with Twitter (see Visit #ScottishTwitter and Twitter Dating Advice Bureau), we’ve carefully selected the most hilarious Halloween tweets, dressed them up all spooky and let them loose on the streets of London after dark.
Brought to life by renowned UK artists and creatives, the immortalised Tweets illuminating streets and tunnels across the capital include a glow in the dark monstrously absorbent paper towel, a zombie annoyed about movie characters not using coasters and an embarrassed hipster retweeted by a ghost.
Of course, developing a project like this during the Covid-19 pandemic presented new challenges. Audiences for OOH activations are smaller at the moment, with many people venturing out a lot less than usual. Besides, with cases on the rise, we didn’t want to encourage crowds of any kind. We also needed to think carefully about the tone of our campaign. Plenty of people have too much on their plate to think overly about Halloween. We wanted to be sensitive to those who might not be feeling so celebratory.
We didn’t let it rattle us, though! Far from feeling overwhelmed by the situation with Covid-19, we saw an opportunity to reconnect with the guiding principles that shape our work.
Speaking directly to audiences and making them feel seen: this is at the heart of what we do at Flying Object. Our campaigns with Twitter work because we celebrate the Tweeters themselves, taking their Tweets off-platform and into places they love. Covid meant we had to rethink what these places and placements might be, so we changed things up. Rather than creating pop-up experiences designed to draw people in, we took the experience into the world for passers-by to enjoy for a few moments of their evening in the run up to October 31st.
Taking Experiences Further
We’ve always placed a focus on extending the reach of an IRL experience beyond those audiences who see it in person. We understand how to drive buzz in the press and online, integrating complementary media that gives an experience greater reach and a longer shelf-life. This meant we weren’t spooked at the prospect of lower public footfall. Rather than hammering a load of promotion to drive audiences towards the installations, we allowed organic footfall to take precedence. This helped ensure no dangerous crowds were forming. Plus, the fact that the monsters were a surprise for Londoners innocently grabbing a bite in Copeland Park or passing under Southwark Bridge added to the delight. Meanwhile, we got to work documenting the installations and ensuring their presence online and in the press.
Throughout the installation process, and whilst shooting video and photographs of the installations for press, we kept things safe and Covid-compliant. To ensure continuity of service for our clients, we’ve had processes in place since the beginning of the pandemic and take the safety of the public and our crew incredibly seriously.
Even though the world has turned upside down, people don’t want to let go of the traditional festivities that provide comfort and escapism. At Flying Object, we’re all about good vibes and we want to continue to help create experiences that bring people together and give them enjoyment.
If the thought of creating your own campaign feels like a whole scary ghost story right now, get in touch and allow us to chase the monsters out from under your bed.