| Title | SHOP |
| Brand | DK HEALTH PRODUCT |
| Product / Service | NATUREGIFT |
| Category | A04. Best Use of TV or Radio in a Promotional Campaign |
| Entrant | OGILVY & MATHER THAILAND Bangkok, THAILAND |
| Entrant Company: | OGILVY & MATHER THAILAND Bangkok, THAILAND |
| Sales Promotion/Advertising Agency: | OGILVY & MATHER THAILAND Bangkok, THAILAND |
| 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 |
To increase sales volume via differentiated proposition during Thai famous festive season.
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.
- 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.
The promotion brought up sale by 50%