100 PIPERS FANTASY FOOTBALL

Title100 PIPERS FANTASY FOOTBALL
ClientPERNOD RICARD THAILAND
Product/ServiceSCOTCH WHISKY
CategoryA02. Best Use of Magazines/Newspapers
EntrantOMD THAILAND Bangkok, THAILAND
Entrant Company:OMD THAILAND Bangkok, THAILAND
Media Agency:OMD THAILAND Bangkok, THAILAND

Credits

Results and Effectiveness

Everyone who registered to play “100 Pipers Fantasy Football” had to register personal information and ID card number. This means that we were able to identify each individual user and get opt ins for future CRM activity. Total subscribers rose by 170% with 92,997 new members. Average Time spent per person 15 mins Average Page view per visit 35 pages Average web access 200,000 UIP

Creative Execution

As with every pre-season, the football news is dominated by rumours about the transfer market. This was our inspiration to create a never before placement in Thai newspapers and to create our own rumours. We dominated the top 2 sports newspapers (Star Soccer & Sports Pool) during the EPL pre-season, by buying multiple ads throughout each title and engaging the consumer with our “fake” transfer rumours: We secured “must read” banner headlines on consecutive pages from the front through to page 7 drawing consumers to our game announcement on Page 21. Examples: • “Thai shakes up the EPL by spending more than 100 million pounds to defeat Man U/see p.21” • “Final transfer fee for Ronaldo is just 15M pounds/see p.21” • Leading to the reveal “100 Pipers Fantasy football” answering all the rumors by offering them an opportunity to be a football club manager by simply logging onto www.100community.com.

Insights, Strategy and the Idea

Thailand is one of the most restricted markets in terms of alcohol marketing and therefore engaging consumers with the brand in this category is particularly challenging. Our opted in community website www.100community.com is therefore a key element of communication for our brand and we needed to increase subscribers by generating consumer engagement and word of mouth. Our target are heavy fans of English Premier League football (EPL) and tend to get together with friend in bars to watch the games on a weekly basis. The idea was to bring “Fantasy Football League” to Thailand and engage our consumers in Print media where they discuss the games.

Credits

Name Company Position
Mr Peerachai Chatsakdha OMD Thailand Media Planning Manager
Mr Thanapong Sermsuksakulchai OMD Thailand Business Director
Ms Chanunnuch Isarangkura OMD Thailand Media Buying Manager
Ms Kaesinee Rakhangthong OMD Thailand Media Buying Coordinator
Ms Busara Rassameethawon TBWA Thailand Account Supervisor
Mr Satit Sobreuk TBWA Thailand Senior Account Executive
Mr Krisda Kamolvarinthip Pernod Ricard Thailand Senior Marketing Manager
Ms Chattakarn Wannakool Pernod Ricard Thailand Senior Brand Manager
Mr Nethin Chaleewan Pernod Ricard Thailand Assistant Brand Manager