I ALMOST STARRED IN TRANSFORMERS 2 by Leo Burnett Kuala Lumpur for Chevrolet

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I ALMOST STARRED IN TRANSFORMERS 2

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Industry Cars
Media Direct marketing
Market Malaysia
Agency Leo Burnett Kuala Lumpur
Executive Creative Director Tan Kien Eng
Copywriter Nik Faraliza
Designer Lo Yew Joe
Illustrator Ken Wong Woon Kian
Released June 2009

Awards

Caples Awards 2009
Direct Mail & Print Direct mail, flat (1 to 500 pieces) Silver

Credits & Description

Category: Flat Mailing
Advertiser: HICOM-CHEVROLET
Product/Service: CHEVROLET CARS
Agency: LEO BURNETT/ARC WORLDWIDE MALAYSIA
Date of First Appearance: Jun 8 2009 12:00AM
Entrant Company: LEO BURNETT/ARC WORLDWIDE MALAYSIA, Kuala Lumpur, MALAYSIA
Executive Creative Director: Tan Kien Eng (Leo Burnett / Arc Worldwide)
Creative Director / Art Director: Theresa Tsang (Leo Burnett / Arc Worldwide)
Creative Director / Copywriter: Valerie Chen (Leo Burnett / Arc Worldwide)
Senior Art Director: Phianphon Sitichaidecha (Leo Burnett / Arc Worldwide)
Designer: Lo Yew Joe (Leo Burnett / Arc Worldwide)
Illustrator: Ken Wong Woon Kian (Leo Burnett / Arc Worldwide)
Copywriter: Nik Faraliza (Leo Burnett / Arc Worldwide)
Production Manager: Ong Chee Hin (Leo Burnett / Arc Worldwide)
Production Manager: Liew Kam Yong (Leo Burnett / Arc Worldwide)
Studio Manager: Fok Soop Chin (Leo Burnett / Arc Worldwide)
Customer Relations Manager Director: Jason John (Leo Burnett / Arc Worldwide)
Brand Executive: Kristin Chong (Leo Burnett / Arc Worldwide)
Brand Manager: Raymond Leong (Leo Burnett / Arc Worldwide)
Media placement: Direct Mail - Direct Mail - 8 June 2009

Describe the brief/objective of the direct campaign.
Chevrolet was one of the main sponsors for the movie Transformers 2. So, they wanted to treat not just their most valued dealers, but also the key editors of major auto publications to an exclusive movie premiere to foster better rapport. As other automotive 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.

Explain why the creative execution was relevant to the product or service.
Nothing is more captivating, more absorbing and more agreeable to you than yourself. That's why this mailer is as personal as it can get. It doesn't just address you by name, it features your image in it to show you what you might look like as a movie star. This startling level of creative personalisation took the target audience (who is normally inundated with loads of invitations vying for their attention) by complete surprise. A creative feat that's never been done before in this region.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
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 cast 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 results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
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.