| Title | SOR.BOR.MORE. |
| Brand | DIAGEO MOET HENNESSY THAILAND |
| Product / Service | BENMORE WHISKY |
| Category | C01. Best Use of Integrated Media |
| Entrant | MINDSHARE THAILAND Bangkok, THAILAND |
| Entrant Company: | MINDSHARE THAILAND Bangkok, THAILAND |
| Media Agency: | MINDSHARE THAILAND Bangkok, THAILAND |
Credits | |
| Name | Position |
|---|---|
| Malee Kittipongpisal | Partner, Client Leadership |
| Duangporn Mujanatongsuk | Director, Client Leadership |
| Pokchat Pradipavanija | Superviosor, Exchange Planning |
| Attaphong Deanglamai | Director, Exchange Buying |
| Jiraporn Kongprajak | Manager, Exchange Buying |
| Kannikar Choonpicharn | Manager,Exchange Buying |
| Panas Wongdee | Manager, OOH media buyer |
| Ratchada Katunchaleekorn | Manager, Exchange Buying |
“SOR.BOR.MORE” was mentioned naturally over 70 times in 10 TV programs. Content around the phrase and game was seen in print media, and on over 100 websites. There were over 26 million searches for the phrase on Google.com. One month after the launch, BenMore had gained +2% market share, rising to +4% by October 2009. Brand image scores increased from 12 to 18 points, while popularity scores increased from 20 to 27 points. Finally, BenMore achieved #2 share of market for the imported whiskey segment.
We weaved the “branded wordplay” into the media channels of our target audience, allowing them to join in the fun and enjoy the game with BenMore. So, for example, on TV and radio, we negotiated the inclusion of Sor Bor More as a phrase and the wordplay game into programming itself. The phrase was used in the most popular gameshows of our target. The biggest sitcoms used the phrase and showed characters playing the game. Sponsorship idents allowed the linkage with the brand to be established. We created print content to play the game, and online content allowing the consumer to participate, create their own content and share the message, driving viral pass-on and amplification. And finally, at the point of purchase in bars and retail outlets, promotional materials provided reminders of the phrase, opportunities to play the game and further linkage with the brand, driving “Sang.Ben.More” = “Order BenMore”.
BenMore whisky was relaunching after 2 years of inactivity. Our ambition was to reconnect with our target audience of urban male whisky drinkers, making BenMore their preferred whiskey. The campaign centred around the brand’s catchphrase “SOR.BOR.MORE.” , an acronym for “SA-BAI-MAK”, “take it easy” in Thai. Our challenge was to popularize the phrase and make it part of Thai popular culture. Our target consumer lives their life with a “SA-BAI-MAK” attitude. They love to entertain and be entertained, and frequently make jokes and play little games as a way of killing time and providing entertainment. We created a wordplay game encouraging consumers to create as many phrases as they could using the acronym “SOR.BOR.MORE”. So, for example, SOR.BOR. MORE leads to: Sa Bai Mak = take it easy / Song Bur Ma = give me your numbe . The game was then exploded throughout the favoured media of our target.