To maintain customer confidence in Northwest Airlines and to reward its most loyal customers, we organised an exclusive movie premiere screening. As the biggest movie release over Christmas 2005, the challenge was to communicate that Northwest was bringing King Kong to Hong Kong. However, we could not use any of the movie imagery. The idea that Northwest brings you King Kong was taken literally. An animated Northwest Cargo-box rattles and splits open to reveal a gorilla’s eye – a subtle yet instant suggestion of the movie. All 400 tickets were taken up within a few hours of sending the email.