SECRETS

Short List
TitleSECRETS
BrandO.P. NATURAL PRODUCTS
Product / ServiceORIENTAL PRINCESS
CategoryA01. Fiction: series or film
EntrantJWT BANGKOK, THAILAND
Entrant Company JWT BANGKOK, THAILAND
Contributing Company JWT BANGKOK, THAILAND
Production Company NAKED Bangkok, THAILAND

Credits

Name Company Position
Satit Jantawiwat JWT Bangkok Chief Creative Officer
Damisa Ongsiriwattana JWT Bangkok Creative Director
Warunpon Trithepwijit JWT Bangkok Creative Group Head
Nopparath Eksuwancharoen JWT Bangkok Art Director
Pimmard Leenutaphong JWT Bangkok Group Account Director
Surapong Chanprasert JWT Bangkok Account Manager
Iain White/Rujeeporn Navakul JWT Bangkok Planner
Jiroj Mechoojit JWT Bangkok Production Director
Sittisiri Mongkolsiri Naked Director
Wutthirai Piriyapakdeekul Naked Cinematographer
Nutthiya Noomrukyam/Sorraros Junheng Naked Production Producer
Sorawit Seenamngoen Naked Gaffer
Sippanart Oransaritkul Matad Editor
Cesar B. De Guzman Smallroom Music Composer
Kulsak Thamsanong Sounds Good Studio Sound Designer
Wittaya Boonvitichot Sounds Good Studio Production Designer
Gnome Post Gnome Post Animator
One Cool Production One Cool Production Special Effects Company
Keatnapin Sopinnon Jongluckdee Head Of Creative
Wichian Youngmeesuk/Prapat Tungsomboon Jongluckdee Head Of Digital Production

The Campaign

Branded content is a relatively new form of communication in Thailand. It has received positive response from people, being seen as their “choice to watch” as compared to TV advertising which can feel forced “at them” disturbing the programs they were enjoying. While program sponsorship, either in the form of regular advertising placement or sponsorship of major programs such as Thailand Talent Shows (think “American Idol”) is common, there are limited opportunities and almost no expertise to produce Branded Content for use specifically within TV. Investment is another issue as the amount of budget needed to create branded entertainment within TV would be prohibitively expensive for most brands. Lastly, censorship on TV here is very strict, this makes airing provocative subjects, such as issues around “small boobs” relevant to this case, impossible. Therefore, the major, more practical, more affordable and more appropriate channel for branded content is to use/create websites. The investment is relatively low while there is also no brand censorship. Additionally, consumers are now spending increasing amount of time online. It is not difficult to reach them anymore. Very importantly they can also actively engage with the content online as compared to the one-way communication of TV.

Results

Thailand’s “Oriental Princess” cosmetic brand launched SECRETS Limited Edition to existing customers with the expectation that store traffic would increase by 10%, that as many consumer secrets would be created as we had made and that we would get 100,000 visitors to the micro-site. Thai women are known for their modesty and politeness and feel more comfortable getting beauty tips online rather than asking their friends, especially as some topics are rather personal, such as the problem of “small boobs” or being rather ugly. The idea: Behind beauty, there are always secrets. The best beauty tips are kept by women. Our task was to make them reveal them. We found research showing women could only keep a secret for 32 minutes. So our strategy was to collect and leak secrets every 32 minutes. We created an online site “SECRETS LEAK” and launched it via a nationwide teaser leading women to the site. Once they access the microsite, they will expose to our secret beauty tips in form of webfilm, picture and word content based on our products that they can easily do with. Then, in order to let consumers help creating content, we asked them to share their secret beauty to get access and see other secrets. In this way, we can make women get involved emotionally and physically.

Trade your own secret for more beauty secret leaks. We launched “Secrets” teaser nationwide on TV, creating curiosity and driving audiences to the website. Site content such as brand beauty tips and product demonstrations could be shared on Facebook with friends to draw more people to the site. We kept one room “very secret” where the secrets are generated by real consumers. We keep this secret room real, confidential and exciting by making consumers share their secrets before gaining access to see other peoples’ secrets … since we all know that the smell of the unrevealed is much more tempting!

2 weeks after the campaign has launched, we had more than 262,000 people visit the microsite. After leaking hundreds of our secrets, consumers continued to generate and share their own secrets, in fact well over a thousand, bring the total to 1500! Oriental Princess Stores traffic rose and “Secrets” product sales both increased by approximately 30%. The campaign spread online across national Thai media, generating free PR and positive WOM. We are doing it by driving strong curiosity by showing honest, helpful beauty tips that no women would want to admit using. The online platform, helped women share their secrets anonymously. Oriental Princess understands Thai women better than others, and its online community, “Oriental Princess Society”, emphasizes women’s “togetherness”. Therefore, this campaign could not only entertain women but also encourage them to share good things with each other. In this way “Secrets” not only intrigued and helped women, but was also “on-brand” and ‘on-culture”.