Title | DOCTOR FINANCIAL CAMPAIGN |
Brand | BMW THAILAND |
Product / Service | BMW CARS |
Category | A02. Best Use of Magazines/Newspapers |
Entrant | U5/OPPORTUNITYKNOCKS Bangkok, THAILAND |
Entrant Company: | U5/OPPORTUNITYKNOCKS Bangkok, THAILAND |
Advertising Agency: | U5/OPPORTUNITYKNOCKS Bangkok, THAILAND |
Media Agency: | INITIATIVE Bangkok, THAILAND |
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: 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 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.
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.