| Title | BAIYOKE: A BRAND TO LOOK UP TO |
| Brand | BMW THAILAND |
| Product / Service | BMW BRAND |
| Category | A05. Best Use of Ambient Media: Large |
| 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 |
|---|---|---|
| Tony Y. Hong | U5/Opportunityknocks | Creative Director/Copywriter |
| Paweena Leelasathaporn | U5/Opportunityknocks | Art Director |
| Temsiri (sweet) Sujaritchant | U5/Opportunityknocks | Account Director |
| Narong Charoenittirat | U5/Opportunityknocks | Account Manager |
| Jens Niedzielski | U5/Opportunityknocks | President/Executive Creative Director |
| Paramee Thongcharoen | U5/Opportunityknocks | CEO |
RESULTS: Mass awareness and perception that BMW is a brand that is bold and solid – with a strong foundation in Bangkok, which greatly reflects the brand's, and its products', quality. Due its strategic location (tallest building, express way, business district and city center), it gained 383 million sightings over the year.
CREATIVE STRATEGY: Use a cheeky message approach that incorporates the height of the media, which already has a grand positioning in the city. CHANNEL: Bangkok's tallest building – highest and farthest reach in visibility.
OBJECTIVE: To utilize Bangkok's tallest building as a communication channel to build brand positioning. TARGET AUDIENCE: General public. INSIGHT: Simply put, the tallest building would garner the most visibility. RELEVANCY: A clear understanding that BMW is the brand that has the strongest presence in Bangkok. For prospects, it means that BMW is a brand that others aspire to. To the client, leadership in the market.