FOLD

TitleFOLD
BrandLA (THAILAND)
Product / ServiceLA BICYCLE FOLDING BIKE
CategoryA02. Best Use of Magazines/Newspapers
EntrantOGILVY & MATHER Bangkok, THAILAND
Entrant Company:OGILVY & MATHER Bangkok, THAILAND
Advertising Agency:OGILVY & MATHER Bangkok, THAILAND

Credits

Credits

Name Company Position
Wisit Lumsiricharoenchoke/Nopadol Srikieatikajohn Ogilvy&Mather, Thailand Executive Creative Director
Jutatip Praditgate Ogilvy&Mather, Thailand Copywriter
Wisit Lumsiricharoenchoke/Nopadol Srikieatikajohn/Gumpon Laksanajinda/Somchai De Ogilvy&Mather, Thailand Art Director
Paiboon Suwansangroj Ogilvy&Mather, Thailand Agency Producer
Srimongkol Phachonkaew Illusion Photographer
Surachai Puthikulangkura Illusion Illustrator
Surachai Puthikulangkura Illusion Image Composer
Vichanan Dechnarapan Ogilvy&Mather, Thailand Account Manager

Results and Effectiveness

Results met our expectations. The client was very pleased with the ad, while the eye-catching execution attracted consumer interest which resulted in an increase number of product inquiries.

Creative Execution

Instead of being a constraint, the budget was the inspiration for the idea. Because the product itself is small and doesn’t require much storage space, we decided to make the best use of a small area in the classified section of a newspaper. We put the product shot in the bottom right hand quarter of the advertising area to demonstrate the product’s ‘foldability’ and small size.

Insights, Strategy and the Idea

Although folding bicycles are not new to the Thai market, this handy product is not as well-accepted as it should be. Our brief was to clearly demonstrate the space saving properties of the folding bicycle to the target audience using the smallest budget possible.