Luckin Coffee SG makes reality style horror film for Halloween

This Halloween, Luckin Coffee Singapore is encouraging employees to avoid overtiming in the office. The coffee chain has taken on horror and comedy in a new video posted on Instagram. The video starts with a CCTV footage showcasing a young woman working alone in the office at 11:39PM, two nights before Halloween. 

The woman then hears a loud thud from a distance and stops working. As she leaves her desk to investigate the sound, she takes a video message of herself to send to her friends. 

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In her video message, the woman shares that she's working over time at the office, and that there's no one else in the office and shifts the camera to show that she is entirely alone. 

She explains that she is heading into one of the meeting rooms where the sound was heard, and that it is really dark in it. When she pans the camera over to the meeting room, the light flickers on and off.

As she enters the meeting room, a ghost appears in front of her. In a twist, the ghost begins to break out into a dance. 

The woman, who first appears confused, begins to support and hype up the ghost.  In a caption accompanying the video, Luckin Coffee Singapore says "Who is this diva? The only thing I fear during spooky season is missing out on payday sales." 

The campaign was done in collaboration with PROTOCOL. According to PROTOCOL when MARKETING-INTERACTIVE reached out, Luckin Singapore has always leveraged a quirky and offbeat humour to its social media content, and the Halloween social post was "simply an extension to tie it to a popular festivity amongst its target audience - Halloween."

It added that the horror set up provided a good premise for the finale twist.

"Luckin Singapore has become known for its quirky, energetic and somewhat unhinged humour on social media. We wanted to connect that with the Halloween festivity with a spooky premise leading to an unexpected discovery," said Kelvin Kao, founder and CEO of PROTOCOL.

Releasing scary social posts has been Halloween trend in recent years. Last year, brands such as CapitaStar Singapore, Lenskart and even the Ministry of Transport Singapore has taken to the spooky season and embraced the Western tradition with various sales and social posts.

Most recently, brands in Singapore took to social media with Olivia Rodrigo inspired posts as the American singer made a stop in Singapore for her GUTS tour. 

Some of the brands included JBL, Lazada and McDonald's. 

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