The Brief: To create a special ‘Berlinale 2004’ email using an interactive prize draw which focuses on Columbia’s film ‘The Missing’. The subscribers should be taken in by the gala event’s exclusiveness, elegance and Hollywood glamour.

The Target Audience: All Sony email newsletter subscribers as well as newly acquired contacts.

The Marketing Objectives: To highlight the newsletter’s added value for subscribers: ‘Sony and Columbia TriStar bring you to the red carpet’, as well as present Sony and Columbia TriStar as entertainment partners. To create and strengthen customer loyalty using an especially exclusive prize draw.