Kancil Awards

The Malaysian Advertising Awards

(8.1) Best use of Media — MERIT, Missed Call, Carat Interactive

Brief
To generate hype on the latest movie to hit the screens, ICE AGE 3, and to drive trailer views.

Strategy
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.

Results
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 


Title
Missed Call

Client
Twentieth Century Fox

Product/Service
Entertainment

Internet URL
http://www.sharewithu.net/kancil/iceAge3_media/

Copywriter
Justin Murugaya

Web Designer/Multimedia Designer
Bram Lim

Client Service
Jessica Lim, Vanitha Selvathurai

Managing Director
David Ho

Client
Moo Hon Mei

Size/Duration of Ad
10 days

 

Kancil-PublicViewing

Public Viewing Site

 

Kancil-2017

Kancil Awards 2017 Winners

 


Kancil Awards YouTube channel View the Kancil Awards 2006 — 2015 winning entries on YouTube.