The Brief

Sunsnack is to launch a new unique flavor “Spicy Beijing Duck” that is differentiating itself from other snacks in the market. Sunsnack wanted to promote the brand awareness and induce trail among Thai teens by using viral strategy to hype up curiosity and review a launch with impactful execution with an unique product design pack shot.

Describe how the promotion developed from concept to implementation

We created an intriguing viral clip that shot and produced to resemble an authentic Chinese newscast, the film presents a problem affecting a rural farming community in southern China. The news clip presents a story about a farm whose ducks have mysteriously begun to emit flaming gas from their behinds. The ducks' angry owner believes chemical pollution is the cause of this unprecedented phenomenon, but Chinese government scientists refuse to accept this explanation. The newscast ends without any branding and leaves viewers wondering if what they saw was in fact real. After a month of buzz, the film re-appeared with a different ending, promoting Sun Snack's new "Hypercharged Spicy duck flavor".

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

In a few weeks, this viral video clip was watched over 500,000 times online, and appeared on countless websites and was even broadcast multiple times on Thai TV shows. After a month, the film re-appeared with a different ending, promoting Sun Snack's new "Hypercharged spicy duck flavor". This led to an immediate 300% sales spike in Sun Snack's products, and millions of dollars worth of free PR for the brand. This carefully orchestrated campaign won over the Thai public with one of the most memorable fake newscasts the country has ever seen. Sunsnack has become the coolest snack and 20,000 joined in Facebook fanpage.

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

Sunsnack wanted to capture Thai teens who is the main target consumption of snack. We learned that Thai teens like to watch, read and share mysterious story that can’t be proven like Dragon from China, or UFO. They are heavy internet user. Viral is a tool that reach them faster and if the viral is fun, entertaining and exciting, a buzz can be created over a night. Instead of launching a new flavor with the old execution like others do by demonstrating ingredient with appetizing moment and experience, Sunsnack launched its new flavor with a new interesting and exciting execution that drives brand excitement, awareness and leads to trail.