| Title | BAG/SEER/BOYFRIEND |
| Brand | O.P. NATURAL PRODUCT |
| Product / Service | ORIENTAL PRINCESS COSMETICS |
| Category | A07. Best Use of Digital Media, Including Social Media, Mobile Phones, PDAs etc. |
| Entrant | JWT Bangkok, THAILAND |
| Entrant Company: | JWT Bangkok, THAILAND |
| Advertising Agency: | JWT Bangkok, THAILAND |
Credits | |
| Name | Company | Position |
|---|---|---|
| Pinit Chantaprateep | JWT Bangkok | Chief Creative Officer |
| Satit Jantawiwat | JWT Bangkok | ECD |
| Torsak Chuenprapar | JWT Bangkok | Senior Art Director |
| Teeravit Kimsatra | JWT Bangkok | Art Director |
| Taya Soonthonvipat | JWT Bangkok | Senior Copywriter |
| Dararat Ussaneerungrueng | JWT Bangkok | Copywriter |
| Jiroj Mechoojit | JWT Bangkok | Production Manager |
| Kannadhee Dejkert | JWT Bangkok | Multimedia / Programmer |
| Pen-Ek Ratanaruang | The Film Factory Bangkok | Film Director |
- 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 Princes
An Act of Defiance. Through a fully integrated website including 15 web films, we encouraged women to 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-competitve; 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 just changing your mind, when you can change your life?
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 touch times, where traditional alone 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 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.'