Title | SEE FROM SOUND |
Brand | AMARIN BOOK CENTER |
Product / Service | NAIIN.COM BOOK STORE |
Category | B05. Public Service, Charity & Fund Raising |
Entrant | McCANN WORLDGROUP Bangkok, THAILAND |
Entrant Company: | McCANN WORLDGROUP Bangkok, THAILAND |
DM/Advertising Agency: | McCANN WORLDGROUP Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Martin Lee | Mccann Worldgroup | Chief Creative Officer |
Supachai Toemtechatpong | McCann Worldgroup/MRM | Executive Creative Director |
Napapatch Kantasil | McCann Worldgroup/MRM | Associate Creative Director |
Prin U-Manetr | Mccann Worldgroup/MRM | Copywriter |
Tiabtawan Limjittrakorn | Mccann Worldgroup/MRM | Art Director |
Ploy Lumthong | Mccann Worldgroup/MRM | Jr. Art Director |
Lerdpong Jaturontrasame | Mccann Worldgroup | Art Director / Illustrator |
Seksun Duangsong | Mccann Worldgroup/MRM | Head of Digital Production |
Chrisjunior Drabik | Mccann Worldgroup/MRM | Creative Technologist |
Kantapon Sooksapsri | McCann Worldgroup/MRM | Programmer |
Maytee Upatham | Mccann Worldgroup/MRM | Business Director |
Noppadol Manachaiyarak | Mccann Worldgroup/MRM | Account Manager |
Namtan Thammasaroj | Mccann Worldgroup/MRM | Project Manager |
Jirapong Suksakit | McCann Worldgroup/MRM | Information Architect |
Nichapat Ratanapraphat | McCann Worldgroup/MRM | Digital Strategic Planner |
Khwanchai Kaewyos | McCann Worldgroup/MRM | Sr. Programmer |
Local publisher and retailer, Naiin wants to find a simple way to increase the production of free Thai audio books as they severely lacks behind demand from blind people.We found out that the kind nature of Thai people was hindered because donation venues were hard to access and people were all tied up in today’s busy lifestyle. Therefore, we simplify the voice donation process using Internet and technology to reach all Thai online users where they already are and have each of them contribute little of their time and voice to piece together the free audio books for the blind.
If doing good deeds can be so easy and simple, who would pass the chance? This campaign appeals to Thai people’s nature of kindness and sympathy. The execution was designed to solve the difficulty of voice donation by blending into people’s everyday life; making it easy for them to contribute instantly through our one-stop-solution banner (content & recording tool). The creative idea also reflects Naiin’s brand vision that reading is the critical foundation for development of humanity, society and the nation entirely; as it brings information, knowledge and imagination, the fundamental of life wellness that everyone deserves.
Naiin created ‘See from Sound’, a convenient channel (online banner) where everyone can contribute their limited time to read for the blind whenever they feel comfortable. This was done by creating online recordable banner in which people can read excerpts from book. These readings were, then, consolidated to produce a complete audio book to be donated to the public library of the blind. Instead of just reading to one person, all audio books can be forwarded to many places and light up the day for many blind people across the country.
The banner had 175,000 impressions, more than 61,000 interactions from web visitors, which was equal to 35%, more than 60,000 audio clips were generated within 4 weeks. We have made 50 new audio books and they are still on a shelf with Naiin brand. The campaign ignited and inspired people in which we turned 10% of the participants to regular donators. We aim to produce 400 new audio books available free to the blind every year. We hope that this small start can turn into a big change in Thai society later on.