Results and Effectiveness

The building generate 0.5 million USD. They were covered on a leading Thai TV - Woody’s Morning Talk. Press coverage in popular websites, magazines and papers; three times covered in Thairath newspaper (New York Time in Thailand). Local celebrities tweeted on Twitter – 10788 followers Visitors to the campaign website went from 500 to 2,000 per day. 300% increase in the number of clicks to the website 500 participants lose 2,554 kilos within 60 days and sustain repeat visits throughout the campaign Finally, the number of applicants got to 11,766. (23 times more than our expected target of 500 participants)

Creative Execution

The solution was to transform common thick-squared giant buildings into shapely figures with a curvy waist and have them branded with the campaign name and website www.doodeemission.com. “With Naturegift, even the building has a curve!” We wrapped two huge buildings with giant belts (black to represent the male figure and red for the female figure), and used visual techniques to make the buildings appear slim and shapely. The buildings are located at one of the most heavily travelled traffic areas in Bangkok (near the expressway) and gets up to 300,000 daily passers-by. Our spectacular out of home media sparked attention, curiosity, buzz and excitement. Then we kept the buzz loud and alive across time and space via leading newspapers and top magazines on one hand, and social networks and digital sharing on the other.

Insights, Strategy and the Idea

Naturegift, Thailand’s Diet-Aid coffee drink that burns fat when users follow a healthy eating plan, is launching a campaign “Thailand’s Biggest and Happiest Weight Loss Challenge”, aiming to recruit 500 people of all genders to collectively lose 2,554 kilos within 60 days without starving and excessive workout. Our task is to drive traffic to its website www.doodeemission.com and to recruit 500 people online to participate in the campaign within a month. Knowing that targets find weight loss—stringent diets and excessive exercise—suffering but still have little faith in non-exercise weight loss, we need to stir targets’ curiosity with a challenging yet simple idea that can change their perception and drive them to the website. In Thailand, a tight belt is associated with a slim figure with no starving and sweating attached. Our strategy is to create a huge buzz around the campaign with this strong Thai cultural symbol of belt tightening and slenderness.