| Title | ZESTY FRESH |
| Brand | DARLIE |
| Product / Service | DARLIE TOOTHPASTE |
| Category | C05. Other Digital Channels |
| Entrant | MEC Bangkok , THAILAND |
| Entrant Company: | MEC Bangkok, THAILAND |
| Advertising/Web Design Agency: | MEC Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| Jutamanee | Kayanan | Digital Media Manager |
| Worama | Umpairat | Digital Media Executive |
| Jirat | Arinrith | Creative Director |
| Kitworawej | Phongsuwankul | Creative Group Head |
| Sulawat | Tungsitchanakun | Web Designer |
| Saranyu | Klyphun | Copywriter |
| Nopawitch | Thienmongkol | Creative Digital |
| Chaiyapong | Lapliengtrakul | Chief Developer |
| Waewphan | Pisansinsakul | Senior Developer |
| Narongrit | Kanhanoi | Senior Flash Developer |
| Wachara | Nilsonti | Flash Developer |
| Unyarat | Khanthabut | Project Manager |
| Chuenatchana | Tungpanitanon | Assistant Project Manager |
The challenge is to educate teenagers about the new Darlie toothpaste. Our strategy’s base is how Thai teenagers are drawn to the social network particularly online games. We created an interactive game linked to Facebook centered around product benefits. The campaign was executed in a department store. Shoppers pass a specific area finding a virtual plaque image below. Only online participants viewing the real-time live streaming on Facebook can eliminate the plaque by clicking on them. The result was 1,288,000 actions by consumers and increased market share from 0.6% to 1.5% leaving Darlie a modern brand.