Product / ServiceSAUSAGE
CategoryA06. Best Use of Digital Media in a Promotional Campaign
Sales Promotion/Advertising Agency:JWT BANGKOK, THAILAND

The Brief

Objective : CP wants to expand the share market of 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.

Describe how the promotion developed from concept to implementation

The Solution : Idea : 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.

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

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.

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

Sales increasing as Sausage Mansion sitcom approached to the teenagers easier. It reaches to the teenagers easily and get them to know more and enjoy the sausage advertising in the sitcom


Name Company Position
Satit Jantawiwat JWT Bangkok Executive Creative Director
Mongkol Niruttikul JWT Bangkok Assoc. CD
Panitarn Luksanakiat JWT Bangkok Copywriter
Phianphon Sittichaidecha JWT Bangkok Art Director
Jutamas Juntasorn JWT Bangkok Agency Producer
Bhasit Pattanapan JWT Bangkok Account Supervisor
Pakrudee Yongsuvimol JWT Bangkok Account Manager
Piyakan Bootprasert Hub-Ho-Hin Production House Director
Nattaporn Kornkaew Hub-Ho-Hin Production House Producer
Tungklong Production Co., Ltd. Tungklong Production Co., Ltd. Camera Crew
Buncha Deevinij Tungklong Production Co., Ltd. Switcher
Lighthouse Film Service Lighthouse Film Service Lighting
Panayu Kunvanle - Editor/Sound Design
Ittpong Kridakorn - Music Score