The campaign launches with mysterious emergency alerts displayed on billboards and SMS messages warning of an unknown outbreak. These cryptic messages create intrigue, urging the public to stay vigilant. Each billboard includes a QR code leading to the instagram, building suspense and engagement.
Fans are drawn further into the story through a daily Instagram challenge. A main Instagram post explains the challenge and invites users to participate by submitting their answers via the microsite for 7 days to access the quiz.
While the fans wait to decode the 7 day messages, the Guerilla Marketing takes place in the city. People will be able to spot themed buses and trains.
Each day, a secret transmission is posted on Instagram Stories, containing a hidden message that only sharp-eyed followers can decode (the background images of the story are the hints).
The microsite is unveiled, once you enter all 7 codes it allows fans to unlock exclusive merchandise and most importantly, access the final quest, the quiz. which will let the winners of the quiz, secure a coveted spot in the Live Chase Event. This phase is crucial in filtering out the best survivors who are ready for the next level.
The people who clear the codes will get access to the quiz and it will let the winners of the quiz, secure a coveted spot in the Live Chase Event. This phase is crucial in filtering out the best survivors who are ready for the next level.
The winners of the quiz will recieve an invite box with a personalized ID card they will bring to the event, alongside their invite and some free merch
The first 30 people who qualify from the microsite challenge receive invitations to an immersive real-life survival game set in a school. . The event simulates the Hyosan High outbreak, with participants navigating through different school zones, evading obstacles, and completing survival missions to prove they can make it out alive. The top performers move on to Week 5.
The top 10 winners of the Live Chase Event are rewarded with an exclusive screening of All of Us Are Dead and an intimate Q&A session with the cast. This once-in-a-lifetime experience allows fans to interact with the actors, hear behind-the-scenes insights, and celebrate their journey in the campaign. This phase builds strong emotional engagement and rewards fans who have proven their dedication.
The ultimate survivors fly to South Korea for a VIP set tour of All of Us Are Dead. Winners explore actual filming locations, interact with the production team, and get an immersive behind-the-scenes experience. This final stage is the ultimate reward, offering fans the closest connection to the show and marking the epic conclusion of their survival journey.
Creative Director: Oversaw creative vision and strategy for the campaign
Art Director: Led the visual elements of the campaign
Strategic Planner: Developed the core campaign idea and strategic direction
Graphic Designer: Created visual assets
Social Media Strategist: Planned and executed the social media component
Market Researcher: Conducted research to identify and define the target audience
Project Manager: Mapped out the campaign timeline
Brand Strategist: Ensured all elements aligned with the brand's identity and values
Video Editor: Produced and edited clips for the concept video
Storyboard Artist: Conceptualized scenes for the concept video to guide production
Copywriter: Wrote taglines for assets
