The Campaign

At the time of the Magotan launch, a Hollywood blockbuster, “Now You See Me 2”, which involves technology and magic, was released at the cinema. Our idea is to leverage the movie to create a branded content and consumer engagements to build the innovative and technology-savvy image for Magotan. The story of the branded content “Eyes of Agent” derives from the movie “Now You See Me 2”. It is about how a special agent from a secret agency, Inner Eye Group, successfully escaped from enemies, accomplishing the mission and started the new generation Magotan. The video brings consumers to experience a magical journey with excitements of new technology, and the technology upgrade of Magotan. In the end of the video, consumers will realize that they are actually the special agent in the video, thus bring them to the next mission, a test drive of the new car.

Creative Execution

We produced a VR video for the brand “Eyes of Agent”, directed by Jay Chou. The trailer and the making-of the video were released on the social media one week before the VR video release. In addition, PR articles about the cooperation and Jay Chou’s involvement on the video were released along with the movie premier. By watching the trailer, consumers can sign up to get the VR glasses from the dealership to view the VR video. The VR video was released on both major video websites and on social media platforms. Consumers who watch the video can get a chance to win the movie tickets. Also, following the story of the video, consumers will get the next mission, which is to watch more videos about the product features and sign up for test drive.

Describe the success of the promotion with both client and consumer including some quantifiable results

Shortly after the release, the news of Jay Chou directing this VR video quickly reached 230 million views on social network sites, and the trailer was viewed 50 million times. The video also received attention from all the video websites as well as best placements for free. The total viewership soon surpassed 4.2 million. The VR glasses distributed on-line and in the dealership were all given out very shortly.

Explain why the method of promotion was most relevant to the product or service

In China, most of the brands only use content cooperation for title sponsorship and product placement, or use celebrity as brand spokesperson. In this project, we developed a new model to co-operate with content and celebrity. We utilized the background story of the movie to create a branded video, and invited the lead actor as the director of the video. An integrated campaign was planned around the brand video. Using the promotion of the movie, such as premier, and the fan power of the actor, we successfully generated great attention on social media and direct traffic to the dealership.

Magotan targets males around 35 who heavily rely on the Internet, getting most of the information online, especially the entertainment and latest technology contents. We use the co-operation with “Now You See Me 2” to plan the integrated campaign. Our goal is to leverage the movie, the celebrity and the technologies to create a multi-crossover brand experience for the All New Magotan launch. We invited Jay Chou as the director of the brand video, ”Eyes of Agent“. Using VR technology, the video offers consumers an immersive experience of the magic, technology, and the product. We started with the movie premier, and Jay’s fans power to generate big buzz online, then followed by the launch of the brand video and the activation around it. Consumers can sign up online to get VR glasses from the dealership. By watching and interacting with the video, they will also get the test drive invitation.