We decided to treat the product placement in the movie as a guest appearance. We not only proactively searched for the best possible scenes for the placement, we also produced a cinema ad, shown just before the movie, telling the audience not to miss the appearance of this very special guest. By showcasing the "guest appearance" scenes in which MATCH appeared in the movie, we communicated the brand concept in a fresh and memorable way.

To movie-goers this technique gave a strong "just launched, MATCH is new" feeling, reinforcing the basic brand message that fun things happen to people who drink MATCH. Campaign audit research on the TV commercials that followed the product placement reported 70% awareness for the commercials, an extraordinary result given that share of voice (% of total ad spend) was only half that of competing products.