| Title | YELLOW MAN |
| Brand | TELEINFO MEDIA |
| Product / Service | THAILAND YELLOWPAGES |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | CREATIVE JUICE\BANGKOK (TBWA) Bangkok, THAILAND |
| Entrant Company: | CREATIVE JUICE\BANGKOK (TBWA) Bangkok, THAILAND |
| Advertising Agency: | CREATIVE JUICE\BANGKOK (TBWA) Bangkok, THAILAND |
Credits | |
| Name | Company | Position |
|---|---|---|
| Witawat Jayapani | Creative Juice\ Bangkok ( T B W A ) | Chief Of Media Arts Consulting |
| Pongsuree Asanasen | Creative Juice\ Bangkok ( T B W A ) | Chief Executive Officer |
| Thirasak Tanapatanakul | Creative Juice\ Bangkok ( T B W A ) | Chief Creative Officer |
| Pichaiphat Tananont | Creative Juice\ Bangkok ( T B W A ) | Group Account Director |
| Harich Atimutte | Creative Juice\ Bangkok ( T B W A ) | Imc Creative Director |
| Vasanai Pakapongpan | Creative Juice\ Bangkok ( T B W A ) | Account Director |
| Wuthisak Anakaporn | Creative Juice\ Bangkok ( T B W A ) | Senior Copywriter |
| Damisa Ongsiriwattana | Creative Juice\ Bangkok ( T B W A ) | Senior Art Director |
| Ratana Charoatbovon | Creative Juice\ Bangkok ( T B W A ) | Media Buying Manager |
| Chiraporn Sriboonlue | Creative Juice\ Bangkok ( T B W A ) | Media Planner Manager |
| Patra Tajai | Creative Juice\ Bangkok ( T B W A ) | Imc Account Manager |
| Niyapat Sukpol | Creative Juice\ Bangkok ( T B W A ) | Imc Account Executive |
Those appearances in media were FREE! Those free media valued 1,947.6% more than the invested budget! We aimed to reach around 14 millions in Bangkok. But finally, we could reach exceed to 54 millions of Thai people around the kingdom! Nowadays,1188 YellowPages becomes amongst the top three top-of-the mind sources of information. The call center needed to expand in order to cope with at lease 100,000 calls everyday. This makes the YellowPages Brand be back in people's daily lives. Client gain more profit from those calls in, apart from the existing advertisements in the book.
There would be the election for the Bangkok Governor in January09. We,therefore,created a mascot made from YellowPages' papers and sent him to run for the election. Firstly, YellowPages Man went to fill in the entry form at the Bangkok Governor Office Of course,he grasped more attention from reporters than any other contestants. His policies,Listen to everyone's problems,Devote to help Bangkok people and Lives must be more convenient,were also announced. For the whole week afterwards,he and his policies were broadcasted in ALL TV channels,publicized in the front page of ALL newspapers, Mentioned in many radio programs and criticized in hundreds websites. Secondly, he appeared and contributed various helps for people in many public places. Finally,after the election result announced that Mr.Baripat from Democrat Party won.YellowPages Man had a press conference that he would serve Bangkok people by working at 1188YellowPages Call Center,to answer various questions for more convenient lifestyles.
YellowPages planned to introduce its new service extension from the existing Yellow Pages Book to the new 1188 YellowPages Call Center, positioned as the limitless solutions to the people of Bangkok, aiming at 14 million people who live in Bangkok. Actually, the target audiences are quite familiar with the YellowPages brand but they hardly flip the book nowadays due to their changing lifestyles which have more and more mobility. The call center is the best solution as they can easily access from their mobile phones. Our insightful research indicated that during that period of time (December08-January09) the politic turmoil in the country, especially in the capital city like Bangkok, was overheated. Most of people would not be interested in any advertisement. They followed politic news only. Therefore,our real challenge was to address the YellowPages brand and its new message into the politic news!