Title | LEAVE AN IMPRESSION |
Brand | PERNOD RICARD THAILAND |
Product / Service | BALLANTINE'S WHISKY |
Category | A02. Best Use of Magazines/Newspapers |
Entrant | OMD THAILAND Bangkok, THAILAND |
Entrant Company: | OMD THAILAND Bangkok, THAILAND |
Media Agency: | OMD THAILAND Bangkok, THAILAND |
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 |
Mr Krisda Kamolvarinthip | Pernod Ricard Thailand | Senior Marketing Manager |
Mr Suphakit Chareonkul | Pernod Ricard Thailand | Brand Manager |
Mr O Bhongsvey | Pernod Ricard Thailand | Assistant Brand Manager |
Mr Thitivat Khongthavornpipat | Publicis Thailand | Account Director |
Ms Tasawan Denduangruedee | Publicis Thailand | Account Manager |
Relevant and consistent creativity within a highly targeted social medium has helped to generate positive brand engagement, consumer interaction and word of mouth; positively changing the awareness and perception of the brand. From almost zero, brand awareness has risen to 60% and brand attribute scores improved significantly across all key areas: • High quality brand: 44% • Proud to drink: 34% • Stylish/trendy brand: 38% • Charismatic brand: 38% • A brand for making a statement: 34% • For someone like me: 25%. Over the same period sales volumes have grown by 71% and market share grown by 55%.
We dominated “BK” by creating a series of specially printed and detachable front covers for each special event; reflecting the occasions’ attitude and allowing our consumers to “make an impression” that was uniquely relevant. Issue 7 Nov’08: “Loi Kratong Festival”, A traditional Thai festival where individuals come together to float banana leaf “boats” (“Kratongs”) down the river to send away ill fortune. We turned the front cover of “BK” into a Do-it-Yourself ‘Kratong’ and in line with global warming issues used recyclable paper to create a positive impression on the world. Issue 5 Dec’08 Father’s day: Turned the cover page of “BK” into an instant greeting card for your father. Issue 19 Dec’08 Christmas: with Christmas approaching, turned the “BK” front cover into Christmas wrapping paper. Issue 13 Feb’09 Valentine’s day: Turned the magazine to be roses bouquet with the real essence of rose.
Ballantine’s is an imported premium whisky that has long been in Thailand; though with no marketing support over the past 4 years, brand awareness was low and most consumers perceived Ballantine’s to be “old fashioned” and not a brand they wanted to be associated with. We have to bring the global creative platform “LEAVE AN IMPRESSION” to Thailand gave us the opportunity to reposition the brand locally; to rejuvenate its image and make it relevant to a new generation of Thai whiskey drinkers who were looking to express themselves. We needed to generating word of mouth and referral from the more “influential” groups. We needed to stand out by being more creative during alcohol seasonality. “BK” is a free distribution magazine distributed weekly through selective bars and targeted hangouts in Bangkok. It's usually read in social situations, where the content can be discussed for the evening made.