Advertising Agency:JWT BANGKOK, THAILAND


The Campaign

Objective: To launch a limited edition range of beauty products from Oriental Princess, Thailand's leading cosmetics manufacturer. Challenge: To turn a very "Asian traditional" product idea based on the Five Trace Elements of Earth, Metal, Water, Wood and Fire into something compelling to modern women in tough times, where traditional along is not enough. Target Audience: Young Thai women, wishing to transform their looks and their lives. Consumer Insight: Thai women strongly believe in destiny, be it revealed through astrology, fortune telling, or magazine and internet questionnaires. They are fascinated by the topic but at the same time they want to be selective in choosing which bits to believe and act on...They want to create their own future. We summarized the key insight and key idea: "Define Your Element. Defy Your destiny."

Success of the Campaign

Results : A hugh success: - Over 3.2 million website page views were generated, over 6 times the initial goal. - Many women kept coming back to learn how to combine different cosmetics from the five elements to continually 'Defy Their Destiny'. - Membership of Oriental Princess 'On-line Club' rose to over 750,000 people in just two months. - On-line and traditional media picked up on the avalanche of interest, thousands of Google search links were created and over a quarter of a million dollars of free TV and Print PR was generated. - And then we had to close it down. The limited edition sold out. Thai women had defied their destiny and so had Oriental Princess.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

Creative Solution and Innovation: An Act of Defiance. Through a fully integrated website, including 15 web/viral films, with Print, TV, Radio, and Live Performance support, we encouraged woment explore which of the five elements comprises their "inner-beauty" and then more importantly showed them how to combine elements to create the outer woman they want to be too. The tone of each element they could choose was completely different - Water, emotional and lively; Fire, competitive; Wood, sensitive and nurturing; Earth, strong and sensual; Metal, passionate and spontaneous. We gave women the opportunity to be who they want to be. Why stop at jus changing your mind, when you can change your life!


Name Company Position
Pinit Chantaprateep JWT Bangkok Chief Creative Officer
Satit Jantawiwat JWT Bangkok Creative Director
Torsak Chuenprapar JWT Bangkok Senior Art Director
Taya Soonthonvipat JWT Bangkok Senior Copywriter
Teeravit Kimsatra JWT Bangkok Art Director
Dararat Ussaneerungrueng JWT Bangkok Copywriter
Jiroj Mechoojit JWT Bangkok Production Director
Salawit Suviporn JWT Bangkok Activation Creative Planner
Kannadhee Dejkert JWT Bangkok Associate CD (Digital)
Khemachart Chun-udom JWT Bangkok Multimedia Designer