SilkAir launches cinema guerrilla drive

Coinciding with the premiere of Hollywood film Burn After Reading, the stunt included decorating Shaw cinema halls’ seats to mirror those found in planes and having an in-flight service announcement to remind or moviegoers to switch off their mobile handsets. 

The ambient activities, which will last throughout the film’s run, were developed to heighten SilkAir’s profile.

Peter Cheung, group account director of JWT Singapore, which developed the cinema drive, explained: “The aim of the stunt was to make the movie a little more special - a journey to treasure. We are always looking for great opportunities that surprise an audience beyond print and more traditional media.” 

“It was a great opportunity that started with a simple observation that phones need to switched off in the cinema as well as on board a plane. Cinema is a good captive media and the selection of the movie also means we can target quite closely who we want to talk to.”