Malaysian Media Awards Winners Showcase





2010 | |

A Call You Can Miss, Ice Age 3 You Musn’t

Advertiser: Twentieth Century Fox Film 
(M) Sdn Bhd
Brand: Ice Age 3
Creative Agency: -
Credits: Credits Jessica Lim (Group Account Director), Vanitha Selvathurai (Media Planner), Justin Murugaya (Senior Copywriter, Carat Interactive), Heather Wee (Head of Mobile Advertising, Maxis), Lim Saw Hoon (Product Manager, Mobile Advertising, Maxis), Soh Boon Kiat (PDI Executive, Mobile Advertising, Maxis)

DIG - ICE AGE

Challenge
Animated movies usually have a harder time at the box office. Not only did Ice Age 3 wanted to beat the last Ice Age’s benchmark, it also had the challenge of going head to head with the year’s biggest summer blockbuster too!

Solution
Watching movies is a popular social activity for youngsters and they usually plan ahead, with recommendations from friends, considered seriously too. With this insight, we needed a media that offers connectivity and share amongst like minded young audience. Maxis mobile’s missed calls notification service offers just that, providing users a chance to view the movie trailer; share it with their friends and plan their next movie outing.

Execution
We created multiple short teaser lines, each tagged onto a missed call notification SMS from Maxis to users. Messages were served only from Wednesdays to Sundays, to coincide with Thursday movie releases and promote weekend viewing. The lines aroused their curiosity, and by clicking the link provided they were able to watch Ice Age 3 trailer and also share it. The lines were rotated daily to maximize impact and provide a fresh experience.

Results
Ticket sales doubled from that of Ice Age 2’s RM4 million to hit RM8.5 million. Over 1.2 million unique users were covered across 10 days, with a 1.86% interaction rate. Over 20,000 people shared it with their friends, generating an additional 20,000 interactions. Cost per engagement only at 7 cents.