Title | DOING GOOD DEEDS FOR YOUR RICE SAPLINGS |
Brand | SYNGENTA CROP PROTECTION |
Product / Service | EFORIA |
Category | A06. Best Use of Special Events And Stunt/Live Advertising |
Entrant | BBDO BANGKOK, THAILAND |
Entrant Company: | BBDO BANGKOK, THAILAND |
Advertising Agency: | BBDO BANGKOK, THAILAND |
Name | Company | Position |
---|---|---|
Suthisak Sucharittanonta | BBDO BANGKOK | Chief Creative Officer |
Subun Khow | BBDO BANGKOK | Executive Creative Director |
Ariyawat Juntaratip | BBDO BANGKOK | Creative Director |
Chanattapol Tiensri | BBDO BANGKOK | Creative Director |
Chanattapol Tiensri | BBDO BANGKOK | Copy Writer |
Subun Khow | BBDO BANGKOK | Copy Writer |
Ariyawat Juntaratip | BBDO BANGKOK | Art Director |
Suthisak Sucharittanonta | BBDO BANGKOK | Art Director |
Atiwat Kongpensook | BBDO BANGKOK | Account Director |
Chalermsak Sawankanakorn | BBDO BANGKOK | Strategic Planning Director |
We developed a series of events that would introduce Eforia as a positive blessing for their rice growing season. This involved a traditional rice-sapling blessing ceremony, explanations of how the brand worked, donations to the local temple, as well as entertainments and invitations to sample our insecticide. Over 7,000 farmers came to these events, called “Doing Good Deeds For Your Rice Sapling”. They brought their rice saplings to be blessed, and left with Eforia insecticide sample to try, associating the product with good fortune for the harvest ahead, a perception that was reinforced by the effective product performance.
Rice farmers of Thailand rarely thought about their brand choice of insecticides – the main insecticide companies had tied up the influential trade and wholesalers to push their own brands. Farmers took whatever was recommended. This did not suit our client, Sygnenta whose Eforia insecticide brand was new in the market, but languishing through lack of sufficient trade support. In order to drive brand growth, we had to promote Eforia directly to the farmers. Conventional consumer marketing techniques such as TV advertising were not going to work simply because the farmers rarely watched TV!
This campaign comes from the paddle fields of northern Thailand, and the world of insecticides.