In order to create brand preference and become a top-of-mind brand, CRYSTAL DRINKING WATER decided to reach people with a stunt at movie theater. This channel will not only grab attention from audiences in cinema but also create word of mouth via social network without generated content feeding by brand.

When the audiences experienced the campaign, most of audience who did not turn off their mobile had responded by turning off their mobile phones immediately. The campaign become top trending topic in social media.