DOCTOR FINANCIAL CAMPAIGN

TitleDOCTOR FINANCIAL CAMPAIGN
BrandBMW THAILAND
Product / ServiceBMW CARS
CategoryA02. Best Use of Magazines/Newspapers
EntrantU5/OPPORTUNITYKNOCKS Bangkok, THAILAND
Entrant Company:U5/OPPORTUNITYKNOCKS Bangkok, THAILAND
Advertising Agency:U5/OPPORTUNITYKNOCKS Bangkok, THAILAND
Media Agency:INITIATIVE Bangkok, THAILAND

Credits

Credits

Name Company Position
Kornchanok (big) Chidchaisuwan U5/Opportunityknocks Creative Director
Choedchitt (mac) Koedkietpong U5/Opportunityknocks Art Director
Pak Banchusanong U5/Opportunityknocks Copywriter
Temsiri Sujaritchant U5/Opportunityknocks Account Director
Minshisa Suwanborisut U5/Opportunityknocks Account Executive

Results and Effectiveness

RESULTS: It generated high awareness and feedback that lead to test-drives. The results were so welcomed that the client ran the ad for the second time.

Creative Execution

CREATIVE STRATEGY: Since we are talking to medical professionals, we created an ad only in the medical magazine that only doctors and medical professionals read. The ad not only speaks to the doctors directly, but also is unconventional: we have mocked up a 3D BMW key and packaged it in a pouch like a real prescription mounted on the ad – giving immediate impact due to its format.

Insights, Strategy and the Idea

OBJECTIVE: To promote BMW cars to a niche target group. TARGET AUDIENCE: Medical professionals. INSIGHT: Medical professionals have specific subscriptions and literature. Knowing this, we have packaged a special communication for them. RELEVANCY: Through the special channel, BMW speaks directly to the niche group in their language and understanding.