The Brief

Thai people like funny story in order to keep themselves in a good mood. After stopped doing promotion for a while, Top Charoen brought back promotion idea of 50% discount which was not exciting to consumers anymore.

Describe how the promotion developed from concept to implementation

CREATIVE SOLUTION TO THE BRIEF/OBJECTIVE To make it more attractive, we added some sort of fun in promotion by changing percentage of discount to 51.8647%.

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

After the TVCs were launched, the audience engaged to the promotion message and visited Top Charoen stores and spread the words about the promotion. They enjoyed the promotion so much that it became a buzz on social network. The took a photo with the window signage at the shop, shared them online and made comments. The sales has increased to 33%.

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

CREATIVE EXECUTION We launched the campaign with "Sales 51.8647%" signage to all Top Charoen branches, then broadcasted TVCs that show consumers' opinions towards the promotion.