Title | BEAT UP RURAL SOUTH & NORTHEAST TO THE VITAMILK WAY |
Brand | GREENSPOT |
Product / Service | SOYMILK |
Category | A01. Event & Field Marketing |
Entrant | UM THAILAND Bangkok, THAILAND |
Entrant Company: | UM THAILAND Bangkok, THAILAND |
Sales Promotion/Advertising Agency: | UM THAILAND Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Anan Teerawitchayakul | Greenspot Co.,Ltd. | Marketing Manager |
Kritsada Prampornviput | Greenspot Co.,Ltd. | Brand Manager |
Tharaputh Charuvatana | UM | Managing Director |
Nanthaporn Saweerasarid | UM | Senior Strategist |
Kanokwan Kunaruangroj | UM | Business Group Head |
Vitamilk has been the brand leader of Soymilk category in Thailand for a long time. Until last year, Lactasoy has exceeded in taking over TOM awareness especially in both South and Northeast area. So we need to defend Market Leader position in Southern of Thailand as well as expand penetration into Northeastern rural, the biggest market region, with very limited budget.
Due to the normal & routine life of Thai rural consumers which is quite simple getting up early each day and getting involved in a farm life until sunsets. We fulfilled them the Entertainment and blend Vitamilk brand into local content “Song & Music Video” , endorsed by the most inspiring & famous male singer of Southern Thailand, "BaoWee". Also amplify this song to engage the biggest Northeastern region with their own “E-sarn way of Entertainment“ by free live concerts to 20 Northeastern countries.
Gain more spontaneous awareness, +30% in Northeasten during the first half of 2011, 1st time for Vitamilk awareness to beat competitor in this region. While still protect leading position in the Southern with +22% TOM awareness. The Sales Volume also increased by 6-12% for Northeastern & 3-11% for Southern in half a year
Both Southern & Northeastern consumers look up to their local icon, especially in the traditional way. They are pleased to spend all night long with local music event from 6pm till 6am in the morning. So we blend our product equity "Shake for the better taste" into local language song, create the dancing style and amplify to the music video & free live concerts as the integrated local activity.