The Brief

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.

Results

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.