Category

Award

2009 Direct & Sales Promotion

I ALMOST STARRED IN TRANSFORMERS 2

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ClientCHEVROLET
ProductAUTOMOBILES
EntrantARC WORLDWIDE Kuala Lumpur, MALAYSIA
Type of EntryDirect: Use of Media
CategoryMailings
TitleI ALMOST STARRED IN TRANSFORMERS 2
Product/ServiceAUTOMOBILES
Entrant Company:ARC WORLDWIDE Kuala Lumpur, MALAYSIA
DM/Advertising Agency:LEO BURNETT/ARC WORLDWIDE MALAYSIA Kuala Lumpur, MALAYSIA
Credits
Name Company Position
Tan Kien Eng Leo Burnett/Arc Worldwide Managing Director/Executive Creative Director/Art Director/Copywriter
Theresa Tsang Leo Burnett/Arc Worldwide Creative Director/Art Director
Valerie Chen Leo Burnett/Arc Worldwide Creative Director/Copywriter
Phianphon Sitichaidecha Leo Burnett/Arc Worldwide Senior Art Director
Nik Faraliza Leo Burnett/Arc Worldwide Copywriter
Lo Yew Joe Leo Burnett/Arc Worldwide Designer
Ken Wong Woon Kian Leo Burnett/Arc Worldwide Illustrator
Fok Soop Chin Leo Burnett/Arc Worldwide Studio Manager
Ong Chee Hin Leo Burnett/Arc Worldwide Production Manager
Liew Kam Yong Leo Burnett/Arc Worldwide Production Manager
Jason John Leo Burnett/Arc Worldwide CRM Director
Kristin Chong Leo Burnett/Arc Worldwide Brand Executive
Raymond Leong Leo Burnett/Arc Worldwide Brand Manager

Describe the brief from the client:

Chevrolet was one of the main sponsors for the movie Transformers 2. So, they wanted to treat not just their most valued customers, but also the key editors of major auto publications to an exclusive movie premiere to foster better rapport. As other auto brand sponsors like Goodyear were also riding on this blockbuster with their own premiere screenings on the same night, the challenge was to attract the same group of editors to Chevrolet’s screening.

Creative Execution:

Staying true to the brand’s dynamism, we created a movie invite that took the recipients by surprise due to its startling level of creative personalisation. The invite came in the form of the Director’s storyboard for one of the movie scenes in Transformers 2. Except that this board had been tweaked to show as if the recipients had originally been casted as the leading actor/actress in the movie. Obviously, they didn’t get the part. So the next best thing Chevrolet did was to get them into the cinema with a free movie pass.

Describe the creative solution to the brief/objective.

With so many brands targeting a similar media audience to attend the premiere of this blockbuster, it was hard enough getting the attention of the key editors with an invitation, let alone convince them to attend Chevrolet's screening instead of the other brands'. Therefore, we created an invite that was so personalised and so entertaining, it was impossible to ignore.

Describe the results in as much detail as possible.

The turn-out was superb. Out of 290 invitations, 286 attended the premiere. Even better were the glowing comments that floored the Chevrolet team. Recipients were thrilled to see themselves in the storyboard, with some commenting that they would be proud to frame it up! The editors themselves were astonished as to how we managed to obtain and customise their photos for the board.