Title | KIDCULATORS |
Brand | DR. MIANG MENTAL MATHS |
Product / Service | DR. MIANG MENTAL MATHS SCHOOL |
Category | A04. Ambient/Alternative Media |
Entrant | OGILVYACTION THAILAND Bangkok, THAILAND |
Entrant Company: | OGILVYACTION THAILAND Bangkok, THAILAND |
DM/Advertising Agency: | OGILVYACTION THAILAND Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Nopadol Srikieatikajohn | Ogilvy/Mather Advertising | Chief Creative Officer |
Chamnan Kativanit | Ogilvyaction | Creative Director |
Kunthakorn Smitananda | Ogilvyaction | Senior Copy Writer |
Chietchai Changkeow | Ogilvyaction | Senior Art Director |
Mind Studio | Mind Studio | Photographer |
Chietchai Changkeow | Ogilvyaction | Illustrator |
Nisa Lertvoravanich | Ogilvyaction | Producer |
Vijakpong Charoenkwan | Ogilvyaction | Account Director |
Kultida Janjarupankul | Ogilvyaction | Senior Account Manager |
Yupin Muntzing | Ogilvyaction | Planner |
Kanokwan Sitthipongpanich | Ogilvyaction | Traffic |
Yello House | Yello House | Production House |
In Thailand, mental maths school market is dominated by international brands. Dr. Miang Mental Maths School is a small local chain in the market compared to other brands which have huge budget support in advertising. Dr. Miang is opening the new branch at Sammakorn village and they would like to promote the brand as well as the course. Huge blast in TVC or mass media seems impossible and not worth to spend. How small local brand with even smaller budgets can get noticed?
Showing them how clever the kids are and their kids could become, is the smart way to urge the interest. There was also a poster placed in front of the store with the contact number and website. The poster details the promotion and convinces them to register for their kids today for 1-hour free class, during only a limited period.
'Dr. Miang Mental Maths' students can actually calculate as correct and fast as a calculator. So we utilized a live demonstration of 'our product'. We put the children sat beside the cashier machine in Villa supermarket and let them calculate total amount of each basket for the customers. After they shout the results the cashier staff will double check with the machine to see if it is correct. They are called 'Kidculators'.
2,470 brochures were successfully distributed over one weekend. = 108 new enrollments