The Campaign

Naiin, as a publisher who holds its brand value as the knowledge and imagination access that brings wellness to people’s life, wanted Thai people to understand and carry on this value, too. In 2011, Naiin created ‘See from Sound’, a convenient channel (online banner) where every Thai people can contribute little of their time to co-create audio books for the blind. As the campaign run, we did not brought only visions to the blind, but also the light to Thai people’s hearts. We created a platform where the consumers can become the one who generate contents that will bring knowledge and imagination to the world. This campaign managed to establish a strong emotional bond between Naiin and Thai people. It created the connection that allowed brand to plant its thought into people’s mind. The campaign became the topic of conversation in online news, social media and blogs across the country. The story also turned into very powerful media, word-of mouth, that help spread Naiin’s brand vision and its good deeds even further. Within 4 weeks, more than 60,000 audio clips were created. These clips were consolidated to create over 50 audio books. These free audio books were donated to the public library of the blind across the country.

The Brief

We want Thai people to understand the importance of knowledge and imagination in the way we do. We want them to be a part of our mission to provide access to knowledge, information and imagination to everyone equally, including the blind. We knew that Thai people are full of sympathy and reading to the blind has always been on the top list of most people when it comes to doing good deeds. We think this is something that gives people opportunity to personally live on our vision and actually do the same job of bringing knowledge to the society, too.

Results

Through few clicks of our banner and Thai people’s voices, we’ve wakened the kindness within people’s heart and light up the world 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.

Execution

We created ‘See from Sound’, a convenient channel where everyone can contribute their limited time to help create audio books for the blind. 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) 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. To reach even more donators, we play the complete audio book made up of many people’s voices in every Naiin’s bookstores all over the country to promote the campaign. We used in-store media such as bookmark as personal invitation along with message in all magazine titles under Naiin brand to invite people to donate their voice through our online banner.

The Situation

Naiin strongly believes in its brand value as the knowledge and imagination access that brings wellness to people’s life. We wanted Thai people to understand and carry on this value, too. However, in 2010 - 2011, there’re more than 14,000 new books published. Only 400 audio books were created for the blind. But, there’re more than 800,000 visually impaired people in Thailand. This is the problem we think our vision could solve. It’s our great opportunity to create meaningful relationships with current and potential customers by inviting them to bring knowledge and imagination, as we did, to others, too.

The Strategy

There’s no better way to show the meaning of our brand vision than having the audience plays the role of Naiin by themselves. We created the platform where consumers can become the one who generate contents that will bring knowledge and imagination to the world. This campaign managed to establish a strong emotional bond between Naiin and Thai people. It created an opportunity for them to bring life wellness to others in the same way as Naiin did. It created the connection that allowed brand to plant its thought into people’s mind.