Malaysian Media Awards Winners Showcase

2011 | |

When Malaysian Men Saved Angelina

Advertiser: Buena Vista Columbia TriStar Films
Brand: SALT
Creative Agency: Monster Interactive Sdn Bhd
Credits: Neeraj Gulati (Director Social Media), Samantha Tay (Associate Director), Olivia Lee (Media Planner), Albert Ng (Digital Planner), Faridah Ismail (Senior Buyer), Ramakrishnan C.N (Executive Director), Carmen Phua (Marketing Manager, Buena Vista Columbia TriStar Films), Valerie Cheah (Account Executive, Monster Interactive Sdn Bhd)

Malaysian moviegoers prefer Macho Action and high- quality CGI from Hollywood. SALT was a mystery thriller riding only on Angelina Jolie with none of the above drivers. Among the plethora of summer releases, including hugely anticipated “Inception” and “Twilight-Saga”, our challenge was to fuel curiosity about SALT.

In the movie, SALT Angelina Jolie is in mortal
danger and needs to survive a conspiracy against her. Now which red-blooded male wouldn’t want to be a knight in shining armour to a sexy damsel like Jolie. So, we decided to build on this primal fantasy of all men. Mystery thrillers thrive on suspense and surprise and our media innovation did just that to make men curious.

We decided to use her voice from the Trailer where SALT called out desperately for help from somebody. SALT banners across websites and messenger, ask for your mobile no. and once you put it in, the trailer begins. Just when the trailer shows Angelina Jolie dialing for help, your phone rings and there is poor Angelina Jolie begging desperately for help from you in a perfect sync with the video in front. Coming soon. SALT.

The campaign was viewed 2.5 million times, reaching 77% of the Male TA. Thousands got Angelina’s desperate call for help. Close to 800,000 ran to cinemas
to rescue her with friends, driving opening collection
36% higher than her previous released, WANTED and
crossed the opening collection of even INCEPTION.