Results and Effectiveness

200% increase of site visitors within 24 days. Broadcast media in Thailand quickly picked up on the story, and interviews about "going green" dominated the media landscape. Although the green approach to eggs/food/farming has not radically changed, the initial success of this awareness campaign has led to a bigger marketing budget that will be used to continue the drive until legislation changes and healthy sustainable market is seen as the norm, and not niche!

Creative Execution

Chemicals, hormones and antibiotics cannot be seen with the naked eye. So we made the "invisible visible". Hundreds of eggs became the medium, and with surgical precision, our lab technicians inserted clear plastic strips printed with our message. The eggs were stamped bright red to indicate that something was not right: "In reality, contaminants are not easily seen. See the unseen. Then visit www.thaigreenmarket.com" Visitors to the site could then claim their free box of healthy, chemical free, eggs.

Insights, Strategy and the Idea

Green-consumption means nothing in the daily lives of consumers across Thailand, because there is no financial benefit. If there were nothing to gain, why would they change their attitudes and beliefs? Education is key, and freely available on www.thaigreenmarket.com. Our job was to drive traffic to the site, in a way that clearly demonstrated the consequences of not going green. The insight Thais firmly believe "egg benefit you". Eggs are also used as part of almost every Thai dish. What they don't know is that in the laying and production process, eggs are contaminated with chemicals, growth hormones and antibiotics.