To generate hype on the latest movie to hit the screens, ICE AGE 3, and to drive trailer views.
Leveraging on the power of mobile phones, we found an innovative opportunity to create awareness and increase intent to watch the movie. When the recipient got a missed call, the ad message was served to their mobile phones. Recipients who responded to the ad were led to an exclusive ICE AGE 3 movie trailer. This was the first time in Malaysia, a brand took advantage of missed calls that appeared on mobile phones and made it into a form of advertising.
In just 10 days:
• More than 1.2 million unique impressions
• An excellent 1.86% response rate
• 11,980 clicks to the movie trailer
• Almost 2% from total unique impressions responded to the ad following a forward from others
Twentieth Century Fox
Web Designer/Multimedia Designer
Jessica Lim, Vanitha Selvathurai
Moo Hon Mei
Size/Duration of Ad