The exclusive Double A events marked the culmination of extensive months of planning and collaboration with Paramount Pictures on the highly anticipated third installment of Michael Bay’s Transformer franchise.

The collaboration included Double A product placement in the Hollywood blockbuster, a new Double A television commercial directed by Michael Bay and an extensive outdoor advertising campaign with the headline “Double A…Transforming Paper” Television – the TV commercial has hit 12 million people since launch at the end of May – 6 million of them will have seen the ad 3 times or more!

Outdoor - super sites in iconic locations, spectacular moving Bus and Tram ads and street furniture have hit over 10 million people since launch.

Audiences have flocked to see the film with the opening weekend being one of the biggest at the Australian box office this year and grossing over $15 million in its first five days of release.
The trade events were held in Sydney, Melbourne, Brisbane, Adelaide and Perth where guests gathered to see Double A make its movie debut.

“The events were our way of celebrating record sales in conjunction with the in-movie placement. These events were also opportunities to thank our trade partners who have enthusiastically supported us throughout this exciting period for the Brand” said Thirawit Leetavorn, Double A Senior Executive Vice President.

One of the highlights of the events was when Double A also transformed guests into Hollywood action super-stars. Their blockbuster moments of fame were captured using innovative photographic techniques delivering guests their very own personalised movie memorabilia.

“Double A has truly stepped onto the world stage through the blockbuster movie tie-in. The integration has gained phenomenally positive feedback from customers. It’s the Double A difference. We are transforming the way in which people see copy paper and the Brand and we’ll continue to drive this by supporting our trade partners through exciting and extensive marketing campaigns.” said Thirawit.

Marty Bates of Tweed Office National shared his support for the Double A activity “Product placement in movies used to be restricted to soft drink and mobile phone companies. The idea of a large investment in this campaign was innovative and exciting for Double A paper and it has reaped its rewards. During this campaign, I have seen Double A on television, magazines, banners and on many websites. Double A have always sold paper differently and have some very savvy, innovative and fruitful ideas. When my Double A sales executive came to me to discuss it, I was surprised and excited that Double A went down this path. I was also eager at the reseller support being offered which I knew would help the product sell”.

Double A continues the momentum of its “Transforming Paper” integrated marketing activity with further promotional activity planned for in October – recognised internationally as National Breast Cancer Awareness month.

Double A is a platinum sponsor of the National Breast Cancer Foundation.

 

 

 Guests enjoy the exclusive screenings at the Double A “Transforming” movie events

 

 

 

 

Guests were transformed into action movie stars. Photographs were captured using green screen
photography technology then superimposed onto their own keepsake Double A movie poster