Sony Pictures Promo, Case study MALAYSIAN MEN SAVED ANGELINA by McCann Erickson Kuala Lumpur

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Industry Cinemas, Theatres & Concert Halls
Media Promo & PR, Case study
Market Malaysia
Agency McCann Erickson Kuala Lumpur
Released July 2010

Credits & Description

Category: Best Use of Mobile Devices
Product/Service: SALT - MOVIE
Date of First Appearance: Jul 9 2010
Entrant Company: UM MALAYSIA, Petaling Jaya, MALAYSIA
Director Social Media: Neeraj Gulati (Universal McCann)
Associate Director: Samantha Tay (Universal McCann)
Media Planner: Olivia Lee (Universal McCann)
Digital Planner: Chang Min Fung (Universal McCann)
Digital Planner: Albert Ng (Universal McCann)
Senior Buyer: Faridah Ismail (Universal McCann)
Executive Director: Ramakrishnan. C N (Universal McCann)
Chief Executive Officer: Prashant Kumar (Universal McCann)
Marketing Manager: Carmen Phua (Buena Vista Columbia TriStar Films)
Chief Executive Officer: Tien Lu (Monster Interactive)
Account Executive: Valerie Cheah (Monster Interactive)
Media placement: Online Banners - Websites - MSN, Messenger, Motortrader - 9 July, 2010

Insights, Strategy & the Idea
Malaysian moviegoers prefer Macho Action and high-quality CGI from Hollywood. SALT was a mystery thriller riding only on Angelina Jolie's appeal, with none of the above drivers.
Among the plethora of summer releases, including the hugely anticipated "Inception" and "Twilight-Saga", our challenge was to fuel curiosity about SALT and drive men to the cinemas .

In the movie, SALT Angelina Jolie is in mortal danger and needs to survive a conspiracy against her. The normally uber-cool and suave Angelina seemed to be in dire need for help for a change . Now which red-blooded male wouldn't want to be a knight in shining armour to a sexy damsel like Jolie?

So, we decided to build on this primal fantasy of all men and make them the hero in her eyes.

Mystery thrillers thrive on suspense and surprise and our media innovation did just that to make men curious.

Creative Execution
We decided to use her voice from the Trailer where SALT calls out desperately for help from somebody.
We chose to target the Male Target via the Key male affinity websites in the country.

SALT web banners teased the men across websites and messenger, ask for your mobile no. and once you put it in, the movie trailer begins. Just when the trailer shows Angelina Jolie dialling for help, your phone rings and there is poor Angelina Jolie begging desperately for help from you in sync with the video in front. Coming soon. SALT.

Results and Effectiveness
The campaign was viewed 2.5 million times, reaching 77% of the Male Target Audience. Thousands got Angelina's desperate call for help. Close to 800,000 ran to cinemas to rescue her with friends, driving opening collection 36% higher than her previous release, WANTED, and beating expectations.
SALT even topped the opening weekend collection of INCEPTION.
It ranked amongst the top 3 of the releases from BUENAVISTA/ SONY PICTURES in 2010.