SEE FROM SOUND

Short List
TitleSEE FROM SOUND
BrandAMARIN BOOK CENTER
Product / ServiceNAIIN.COM BOOK STORE
CategoryB05. Public Service, Charity & Fund Raising
EntrantMcCANN WORLDGROUP Bangkok, THAILAND
Entrant Company:McCANN WORLDGROUP Bangkok, THAILAND
Sales Promotion/Advertising Agency:McCANN WORLDGROUP Bangkok, THAILAND

Credits

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 Limittrakorn Mccann Worldgroup/MRM Art Director
Ploy Lumthong Mccann Worldgroup/MRM Jr. Art Director
Lerdpong Jaturontrasame Mccann Worldgroup Art Director/Illustrator
Namtan Thammasaroj Mccann Worldgroup/MRM Project Manager
Maytee Upatham Mccann Worldgroup/MRM Business Director
Noppadol Manachaiyarak McCann Worldgroup / MRM Account Manager
Seksun Duangsong Mccann Worldgroup/MRM Head of Digital Production
Chrisjunior Drabik Mccann Worldgroup/MRM Creative Technologist
Kantapon Sooksapsri Mccann Worldgroup/MRM Programmer
Jirapong Suksakit McCann Worldgroup / MRM Information Architect
Nichapat ratanapraphat McCann Worldgroup / MRM Digital Strategic Planner
Khwanchai Kaewyos McCann Worldgroup / MRM Sr. Programmer

The Brief

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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

If doing good deeds can be so easy and simple, who would pass the chance? This campaign appeals to every 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.