| Title | SAUSAGE MANSION |
| Brand | CHAROEN POKPHAND FOODS PUBLIC COMPANY |
| Product / Service | CP SAUSAGE |
| Category | A07. Best Use of Digital Media in Online Advertising |
| Entrant | JWT BANGKOK, THAILAND |
| Entrant Company: | JWT BANGKOK, THAILAND |
| Advertising Agency: | JWT BANGKOK, THAILAND |
| Media Agency: | BRAND CONNECTIONS Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| Satit Jantawiwat | JWT Bangkok | Executive Creative Director |
| Mongkol Niruttikul | JWT Bangkok | Assoc Creative Director |
| Panitarn Luksanakiat | JWT Bangkok | Copywriter |
| Phianphon sittichaidecha | JWT Bangkok | Art Director |
| Jutamas Juntasorn | JWT Bangkok | Senior Producer |
| Pakrudee Yongsuvimol | JWT Bangkok | Client Service Director |
| Bhasit Pattanapan | JWT Bangkok | Account Director |
| Piyakan Bootprasert | Hub-Ho-Hin Bangkok | Director |
| Nattaporn Kornkaew | Hub-Ho-Hin Bangkok | Producer |
| Tungklong Production | Tungklong Production Co., Ltd. | Camera Crew |
| Buncha Deevinij | Tungklong Production Co., Ltd. | Switcher |
| Lighthouse Film Service | Lighthouse Film Service | Lighting |
| Panayu Kunvanle | Hub-Ho-Hin Bangkok | Editor/Sound Design |
| Ittipong Kridakorn | Pum Pum Pum | Music Score |
| Pum Pum Pum | Pum Pum Pum | Sound Mixing |
Result : Accordng to consumer survey, CP brand awareness among Thai teenagers has tremendously improved. Resulting in a near 40% sales increase for the total CP sausage product range.
The Solution: We came up with "A New Way" to advertise CP Sausage by launching Thailand's first ever online sitcom, in which we seamlessly integrate our featuring products into the engaging sitcom script of the sitcom entitled "Sausage Mansion". We also aim to entertain our target audience, while they're watching the sitcom as well as to entice and wet their appetite for CP sausage. Many of our audiences became fans of the sitcom and avidly folllowed the movements of the sitcom. The first season of Sausage Mansion was so popular that the audiences demanded for a sequel, resulting in the "second season: which is now in the production phase.
CP wants to expand the share market for sausage to teenaged consumers but Thai teens have lost their interest in advertising, especially those that are hard selling. To advertise CP sausage products in teenaged market. Instead, we found out that they prefer to watch TV dramas, especially those funny and silly sitcoms. When they are watching their favorite sitcom, as soon as the TV commercial comes up, they quickly switch to surfing internet.