Haunted Door for WD-40

WD-40 breaks their code and helps your door squeak

A WD-40 spraying product from the can.
The WD-40 logo.

On the spookiest day of the year, we simultaneously gave homeowners an audible trick-or-treat enhancer and a subconscious reminder to lubricate their hinges.


Improving experiences


Household products
Home improvement


Mobile app
Direct mailer


2 months


Response rate based off 200 pieces mailed to reporters and influencers

Over 100

Media outlets with unique story coverage


Dollars in earned media coverage

57 million

Earned impressions
The Advertising & Design Club of Canada logo.
The Atomic Awards logo.
The Applied Arts Awards for Advertising logo.
Strategy's Shopper Innovation Awards logo.
The Promo Awards 2015 logo.
The Canadian Marketing Association logo.
The New York Festivals Awards logo.
The One Show awards logo.

The challenge

While WD-40 is top of mind when it comes to household lubricants, it often goes unused for months despite being in the house. We needed to get people thinking about the creaks in their doors, and reaching for a can of WD-40 again.

Our approach

On Halloween, the average front door opens over 50 times – more than any other day – and it’s the one night people want their door to creak. So, we did the exact opposite of what WD-40 is famous for. We glorified loud hinges by programming WD-40’s Haunted Door: the only motion-activated sound-effect app that creaks whenever you open your door to trick-or-treaters.

The outcome

By offering an extra creaky door SFX app, the brand found a way to
re-heighten awareness of your own existing, albeit less dramatic, creaky doors throughout your home that could actually use some

Fun fact: Upon launch, WD-40 occupied one of the top spots for ‘creaky door’ Google searches, completely organically. During the week of Halloween, it increased.

More outside-the-box problem solving

Check out other projects created by the experts at BIMM.