To achieve high impact over a short period of time with limited budget by creating innovative communication that would be amplified by word of mouth and PR exposure. To bring the pay off line "Whatever it Takes" to life, making the target market's experience of FEDEX's pay-off, personally credible.

The screenings were particulary successful as they relied on the elements of surprise and delivered good value for money for client due to their High Impact within the actual events as well as the further amplification achieved by word of mouth and extensive exposure in press and radio and TV.

As the movie's about to start, the projectionist informs the disappointed audience that the movie reel had been damaged. He then tells them FEDEX has assured him they would have a replacement reel there in no time. The audience are naturally skeptical. The doors then fly open and a FEDEX van drives into the movie-house and delivers the "replacement" reel to the cheers of the relieved audience. The message "whatever it takes" is physically demonstrated.

We consciously involved the emotions of the audience to create an impactful and positive relationship between the target market and the brand that differentiated FEDEX in a category that is traditionally "invisible" and faceless with much product parity. By involving the audiences emotions (first anticipation, then disappointment, then humour and gratitude) in an event specifically impacting on them personally, FEDEX was perceived as the undisputed Hero reinforcing their pay-off as credible and trustworthy.

An unexpected and entertaining event was devised that directly involved the captive cinema audience ensuring that we achieved High Impact, High Memorability and that we Broke Through Advertising Clutter. As the decision makers in the target market are predominantly female, we therefore chose to tie our campaign in with a female biased blockbuster movie (Two Weeks Notice). Staging a short and entertaining "disruption" in the consumers leisure time and establishing FEDEX as the Hero saving the day, ensured that each member of the audience had a personally relevant and positive experience of the brand and the brands promise.