Results and Effectiveness

With zero investment, UIP got media value of more than 2 Million BHT. The campaign generated 10 Million impressions on the UIP content area (first page of movies section) on Sanook.com and Kapook.com. All of UIP’s movies in Y2009 got exposure from this deal for free.

Creative Execution

In devising our strategy, the team looked at four key elements in the market: • Moviegoers are heavy online surfers • Viral campaigns produce maximum engagement and interaction with the consumer • Websites want exclusive content to build their brand and deliver audience numbers • UIP has valuable and exclusive content in-hand. The team devised a Zero Baht investment strategy, whereby UIP movie content was exchanged for branded content opportunities (in space not usually sold for advertising) on top community web sites. We supplied content from Hollywood (cast interviews, behind the scenes footage, teasers and production notes) to Sanook and Kapook, the country’s most popular websites among the target audience of 15 to 24 year-olds. All of UPI’s movies released in Y2009 were given free exposure on the sites over one year period. This exchange gave UPI premium and exclusive access to their targeted consumers at zero cost.

Insights, Strategy and the Idea

United International Pictures (UIP) is one of the leading movie distributors in Thailand, but Y2009 presented some marketing challenges to the brand. UIP’s media budget decreased by 32% from Y2008, small-scale movies were not given ad budget support, and UIP’s competitors released a large number of blockbusters. Our team’s challenge was to increase awareness and exposure of all UIP’s releases in general, and create opportunities to promote UIP’s small-scale movies in particular.