The document describes a Halloween party case study for a client called High Ultra Lounge. It discusses developing social media promotions, print collaterals, and on-site activations to bring the theme of Halloween traditions to the party while maintaining the client's style. Key elements included a central visual mnemonic inspired by Halloween motifs used across platforms, digital posts about costumes and contests, print items like a backdrop and menu, and on-site decorations to capture the spirit of Halloween.

1. Highloween Party
A Case Study
Client: High Ultra Lounge
Vertical: Hospitality
Key Services: Social Media, Print, Branding

2. THE CHALLENGE
Halloween, a tradition that started in America, is now one that is popular all
over the world. Why wouldn’t it be? A day dedicated to the supernatural has
‘cool’ written all over it.
On the occasion of Halloween, High wanted to host a super fun, theme party
dubbed “HIGHloween”. For the same, they required us to develop social media
promotions/engagements, at-venue collaterals and on-ground activation
ideas. All collaterals had to bring in the historical American tradition of scary
costumes, supernatural forces, and still retain the fun and classy presentation
so ubiquitous to HIGH.

3. THE APPROACH
Things were about to get scary. We put on our research caps and zoomed into
the world of supernatural beings. The idea was to represent Halloween in its
true sense, and that required a proper understanding of the American
tradition. We spent our time collecting information on everything ranging from
costumes and décor to food and beverages. Once we were sure that we had
captured the Halloween spirit to the tee, we started putting our thoughts into
action.

4. THE IMPLEMENTATION
Highloween Party
Oct 2015

5. Branding
Central Visual Mnemonic
We took our inspiration from
popular Halloween motifs;
such as the full moon, bats,
jack-o-lantern, ghosts,
dripping blood, crucifixes and
graveyards. We placed the
HIGH building in the middle of
the action to create a striking
visual.
The mnemonic was used for
all the collaterals and acted as
an identity solely dedicated to
the event.

6. FB Timeline
Twitter Timeline
Digital
Facebook/Twitter
Timeline Cover
We gave the central
mnemonic pride of place,
and extended the visual
to make the timeline.

7. WhatsApp
LCD
Digital
LCD/Whatsapp
These were adapted from
the central visual, and
provided information
about the event. The
adaptation ensured easy
recall of the visual and
clear association with the
brand and the event.

8. Digital
FB Event Details
Posts
Instead of only
communicating
details of the event,
we focused on the
central activity of
Halloween festivities:
Dressing up!

9. FB Event Details Posts

10. Digital
Facebook Contest
Posts:
A contest around
popular Horror movies
generated interest in
the party.
The winner
announcement posts
took the dressing-up
theme to the next level
by dressing the winners
in fun costumes.

11. FB Halloween Movie Contest Posts

12. Highloween FB Contest Winner Announcement

14. FB teaser for Highloween Menu
Digital
FB teaser to
announce
Highloween Menu
We were given a
menu with items
named after
famous horror
movies, so we
decided to go with
scary and gross
food imagery to
drive home the
theme.
The client liked this
visual so much that
we were requested
to use the same
treatment for the
Menu card.

15. Highloween Backdrop at venue
Print
Backdrop
We used the
central
mnemonic
for the
backdrop at
the venue,
for easy
recall.

16. Highloween Standee at venue
Print
Standee
We used the central
mnemonic for the
standee at the venue,
to create a high recall
value.

17. Highloween Menu Cover
Print
Highloween Menu
We were given a menu with items
named after famous horror
movies, so we went with scary and
gross food photographs, complete
with slugs, eyeballs and human
brains, at a table with skeletons,
zombies and ghosts, to drive home
the theme.

18. Highloween Menu Inside