Almost Starred in Transformers 2
Issue 14 | March 2010
Agency
Arc Worldwide, Kuala Lumpur
Creative Team
Executive Creative Director: Tan Kien Eng, Creative Directors: Valerie Chen, Theresa Tsang, Art Directors: Phianphon Sitichaidecha, Theresa Tsang, Copywriters: Nik Faraliza, Valerie Chen
Production Team
Production Managers: Ong Chee Hin, Liew Kam Yong, Studio Manager: Fok Soop Chin
Other Credits
CRM Director: Jason John, Brand Manager: Raymond Leong, Brand Executive: Kristin Chong
Date
June 2009
Background
Chevrolet was one of the main sponsors of the blockbuster movie ‘Transformers 2’ and in Malaysia they wanted to invite to the premiere the key editors of major auto publications as well as some of their most important customers.
However, other sponsors, including a major tyre manufacturer, were also inviting these same people to their own premiere. The challenge was to make sure the target group preferred the Chevrolet invitation.
Idea
The idea was to send them each a storyboard for one of the main scenes in the movie. Except that the board was tweaked to show the recipient of the piece as the hero, as if they had been cast as the leading actor/actress.
The letter explained that though they may not have got the part in the end, the next best thing was to come and see the actor/actress who did with Chevrolet.
Results
290 editors and key customers were invited. 286 came. The mailing generated much comment and helped build warmer relationships.
Our Thoughts
What is the most interesting brand on the planet? You. Nothing is more captivating, more absorbing nor more agreeable to you than you yourself. It’s why mail works as a medium, because it’s personal. Self interest is what prompts you to open the envelope. But few mailings are as personal as this. It’s not just addressed to you by name but it uses an image of you to show you what you might look like as a movie star. I just wonder why four miserable beggars didn’t accept this charmingly singular invitation to a fun evening out?