Product / ServiceZOOMER-X
CategoryA04. Best Use of Ambient Media: Small Scale
Entrant Company DENTSU PLUS Bangkok, THAILAND
Advertising Agency DENTSU PLUS Bangkok, THAILAND


Name Company Position
Thitaree Ua-Patikul Dentsu Plus Bangkok Account Executive
Anootree Nerngchamnong Dentsu Plus Bangkok Account Director
Thitiporn Punsakul Dentsu Plus Bangkok Account Management Director
Taku Morikami Dentsu Plus Bangkok Chief Account Planner
Vorawit Prakonkaew Dentsu Plus Bangkok Agency Producer
Wasin Pothikasem Dentsu Plus Bangkok Senior Art Director
Pirapak Wipawawong Dentsu Plus Bangkok Creative Group Head
Putthipong Thanathititantorn Dentsu Plus Bangkok Creative Director
Subun Khow Dentsu Plus Bangkok Chief Creative Officer

Results and Effectiveness

The campaign received a very good feedback, hundreds of creative works had been sent to us. 8 best works were selected to publish from April issue to July issue. 2 works per issue.A Day’s readers whoare our target group admire our campaign.They feel good and feel related with our brand. “ Free creative space ”,which is our unique selling point was also registered in our target’s mind.

Creative Execution

As our product positioned as “creative motorbike” so we have to put creativity in our media.Instead of buying a magazine advertising page to promoteour product, like others have done.We choose to buy a magazine advertising page and leave it blank to offer “Zoomer-X Free Creative Space” to our target.We bought a double advertising page in 5 issues of A Day magazine, the most popular Thai magazine for new generation people who love creativity.Starting with February issue,we had opened the campaign with the double blank page.Inviting young people to send us their creative works,any kind of creativity for selection and to be published in this“Free Creative Space”. In March, we didn’t buy the advertising page because we want time for creative selection.After that we had published the best selected works in the next 4 issues

Insights, Strategy and the Idea

Zoomer-X is a motorbike that is positioned as a Creative Bike for the new generation people who love creativity.With a unique selling point of having Free Creative Space,it inspires target group to customize Zoomer-X in their own creative ways. We want to make an engagement between our product and our target by using the insight that “creative people need a space to express their creativity” therefore weare providing this free creative space for them.