UKTV’s premium entertainment channel W is using disruptive scare tactics to build anticipation for new reality TV show Celebrity Haunted Mansion. With the show filming in what is said to be one of the UK’s most haunted buildings, revealed on the day of transmission, the sense of fear will be palpable. To amplify anticipation for the scare factor, UKTV has launched an integrated creative campaign to engage viewers ahead of, and during, the five-day schedule.Leading the campaign, and tapping into the public’s fascination with horror, is a spooky billboard designed to unsettle onlookers during the day before morphing into a terrifying animated image and sound display after dark. The spectacular outdoor advertising display was hosted at both Westfield Shopping Centres in Stratford and Shepherd’s Bush on 17 February, with the transformation at 5.17pm, the exact moment the sun sets.The transformative billboard featured the hosts of the new show, Christine Lampard and Matt Richardson, who morphed into ghostly Victorian characters after dark. As the sun set, the unique billboard saw Lampard and Richardson’s faces become utterly unrecognisable as they were sucked back in time and possessed by Victorian ghost versions of themselves.A total of 150 digital sites will showcase all the famous faces in the mansion – each day these will be whittled down as stars are voted out of the show. After the first episode airs, dynamic creative will reveal who the public has voted to eliminate, and is left in the running, to battle it out for the celebrity ghost hunter crown. Alongside video footage is the call to action to tune in live every evening at 9pm and tweet using the show’s hashtag #Celebhaunted.CreditsCreative Director: Scott RussellDesign Director: Peter AllinsonDesign Producer: Sophie YeomanMotion Design: Harry Mitchell and Callum ParishKey Art Design: Veer Assi and Peter AllinsonMarketing Manager for Really and W: Sarah YeomanBrand Manager for Really and W: Bobbie Standen