Product / ServiceNATUREGIFT
CategoryA04. Best Use of TV or Radio in a Promotional Campaign
Sales Promotion/Advertising Agency:OGILVY & MATHER THAILAND Bangkok, THAILAND

The Brief

To increase sales volume via differentiated proposition during Thai famous festive season.

Describe how the promotion developed from concept to implementation

In general, promotion always concentrates on price point but Naturegift focuses on emotional benefit. Due to Naturegift is dietary coffee which is the most effective, it’s famous health product. Naturegift turned festive to be a good chance to emphasize the product ensures good shape with healthy by launching campaign “Just hold, the receiver will feel good”. In addition, the campaign added more value to product and represented Naturegift as “love and care” as well.

Describe the success of the promotion with both client and consumer including some quantifiable results

- The majority of Naturegift’s target group is C and D SES. It’s not complicated for them in purchase decision. Therefore, Naturegift bring out the humor insight of Thai people to execute this promotion in commercials. For example; the couple always has argument about affair and the boss always reprimand the worker.

Explain why the method of promotion was most relevant to the product or service

The promotion brought up sale by 50%


Name Company Position
Wisit Lumsiricharoenchoke Ogilvy & Mather Thailand Executive Creative Director
Nopadol Srikieatikajohn Ogilvy & Mather Thailand Executive Creative Director
Torpun Lersin Ogilvy & Mather Thailand Creative Director
Salinee Na Ranong Ogilvy & Mather Thailand Copywriter
Wisit Lumsiricharoenchoke Ogilvy & Mather Thailand Art Director
Nopadol Srikieatikajohn Ogilvy & Mather Thailand Art Director
Virayut Khumvithayapaisal Ogilvy & Mather Thailand Art Director
Yuthapong Varanukrohchocke Ogilvy & Mather Thailand Agency Producer
Phawit Chitrakorn Ogilvy & Mather Thailand Account Supervisor
Kanang Wichitsakonkit Ogilvy & Mather Thailand Account Manager
Janyaluck Khamdaeng Ogilvy & Mather Thailand Film Producer
Phenomena Co., Ltd. Film Production Company
Thanonchai Sornsriwichai Phenomena Co., Ltd. Director
Numpon Jaruk Phenomena Co., Ltd. Cinematographer
Manop Boonwipas Phenomena Co., Ltd. Editor
Terdsak Janpan Music composer
Chumpol Sepsawasdi Cine Digital Sound Studio Sound Engineer
Terdsak Janpan Cine Digital Sound Studio Music composer
Oriental Post Editing company