FASTERTAINMENT

Short List
TitleFASTERTAINMENT
BrandSYNMUNGKONG INSURANCE PUBLIC CO.
Product / ServiceSMK CAR INSURANCE
CategoryA05. Alternative Media
EntrantLOWE Bangkok, THAILAND
Entrant Company:LOWE Bangkok, THAILAND
DM/Advertising Agency:LOWE Bangkok, THAILAND

Credits

Name Company Position
Pom Chaiyaporn LOWE CCO
Piya Churarakpong LOWE ECD
Porakit Tanwattana LOWE Creative Director
Chalit Manuyakorn LOWE Creative Director
Thanachai Shavitranuruk LOWE Copywriter
Prasit Vitayasamrit LOWE Art Director
Chudthai Khumpong LOWE Agency Producer
Ladarat Charoenpinijkarn LOWE Account Supervisor
Supinyo Maneerat LOWE Advertiser's Supervisor
Chidlada Gabites LOWE Account Manager
Boonchai Suksuriyayothin LOWE Planner
Duangkamol Wongpratoom NUMBER SEVEN CO.,LTD Producer
Sittisiri Mongkolsiri NUMBER SEVEN CO.,LTD Director
Anurak Junsunjai NUMBER SEVEN CO.,LTD Director
Poo-Rich Timpatoom NUMBER SEVEN CO.,LTD Cinematographer
Paveena Thongprasong NUMBER SEVEN CO.,LTD Editor
Kittidhumi Chukitpongsapak - Editor
Thanavate Siriwattanagul LOWE Copywriter

The Brief

SMK car insurance is known for its speedy response. In Thailand, after a car accident, both parties call and wait for their insurance agents to arrive. Speed matters. Insight: People want to switch their brands when they find their insurance agent comes slower than the one called by the other party. Challenge: Exploit this moment to advertise directly to a consumer ready for change.

Creative Execution

The solution effectively seizes the moment when target wanted to switch their brand most. It also proved the selling point of the brand which is 'fast service' in a very convincing and relevant to consumers.

Describe the creative solution to the brief/objective.

The FASTERTAINMENT Team, which accompanies the SMK agent to the accident site, to directly “entertain” the waiting party (and bystanders) with a hilarious Chinese or Thai Opera while promoting the “SMK is faster” message.

Results

- Over 1000 drivers directly engaged with Fastertainment - Over 20,000 bystanders engaged - News coverage reaches 10 million - 25% spike in new application traffic at SMK call center.