Two pretty films made for Volvo by Grey Malaysia contain a number of "hidden" codes that viewers are asked to screenshot and then send over WhatsApp to give the brand their mobile contact information in exchange for entering a contest.
The films, the first the brand has made specifically for Malaysia, promote the XC40 model, and that model name appears throughout both films—on walls, on a boat, on a pencil. Those who do as requested will have a chance to win a "unique test drive experience to the five-star Majestic Hotel in Malacca".
Produced by Reservoir, the films feature young, attractive Malaysians Quek Shio Chuan, who takes us on 'A filmmaker's journey' though Sekinchan (above), and bartender Angel Ng, who shows her appreciation of Kuala Lumpur's Chinatown (below).
The agency asserts that by "gamifying" the films it has "found a whole new way to generate leads for test-drives.” Ad Nut will be interested to see whether it actually works.
The campaign includes Facebook, Instagram and YouTube, plus a unique covermount in The Star that contains a mini smartphone projector.
CREDITS
Graham Drew, Executive Creative Director
Andrew Fong, Creative Director
Jo Yau, General Manager
Brendan Low, Copywriter
Soon Foon, Art Director
Suzy Chiang, Producer
Daphne Wong, Brand Director
Esther Koh, Account Manager
Huma Qureshi, Regional Director PR & Corp Comms
Production Team: Reservoir Productions Sdn Bhd
Post Production: VHQ
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