Title | LUB D SPICY CHALLENGE |
Brand | COMMON AREA |
Product / Service | LUB D HOSTEL |
Category | A01. Corporate Reputation & Communication |
Entrant | SWAT Bangkok, THAILAND |
Entrant Company | SWAT Bangkok, THAILAND |
Advertising Agency | SWAT Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Lode Nandhivajrin | SWAT CO./LTD. | Strategic/Managing Chief |
Decha Mongkhol | SWAT CO./LTD. | Communication/Managing Chief |
Wongsakorn Jaihuab | SWAT CO./LTD. | Strategic Planner |
Thaveewong Prasopsant | SWAT CO./LTD. | Creative Group Head |
Saravut Kurupintsiri | SWAT CO./LTD. | Art Director |
Peeravit Pansuwan | SWAT CO./LTD. | Art Director |
Anyaporn Chavalparit | SWAT CO./LTD. | Copywriter |
Theerayut Patharanarakul | SWAT CO./LTD. | Agency Producer |
Chacree Rujiviphat | Shoryuken Production | Director |
Chatchai Kunponpitak | Shoryuken Production | Production Producer |
In 2014, the heat of political demonstrations in Bangkok risen, causing 50% decrease of foreign travelers. Lub d Spicy Challenge was launched, to encourage more visits and stay, by challenging our guests to eat Thai chillies. 1 chilli equals 10% discount. If they eat 10, they’ll get a free night. The video explaining promotion mechanics was released to backpacker communities. Within 3 weeks, we had 103 challengers from 24 countries, making 103 clips worldwide spreading. Pre-booking rate in the following quarter increased 38%. Our guests feel that Bangkok is still safe to visit and Lub d is always a fun place to stay. Without sending any press release, we got many free media from newspaper, TV, and bloggers worldwide.
- Make people rethink that Thailand is still safe and friendly especially at Lub d hostel. - The key target group is flashpacker, the backpacker who is addicted to technology & social network.
Within 3 weeks, we had 103 challengers from 24 countries, making 103 clips worldwide spreading. Pre-booking rate in the following quarter increased 38%. Our guests feel that Bangkok is still safe to visit and Lub d is always a fun place to stay. Our client is just a hostel in Thailand, so we have no budget to do something big like survey or buying any research.
Lub d Spicy Challenge was launched, to encourage more visits and stay, by challenging our guests to eat Thai chillies. 1 chilli equals 10% discount. If they eat 10, they’ll get a free night. The video explaining promotion mechanics was released to backpacker communities. The challenge happened at the hostel lobby with just one vdo camera and spread the clip through our social network and partners.
In the last quarter of 2013, the heat of political demonstration in Bangkok has risen. Millions of people were gathering on the street. Protestors were provoking violence, ringing out gunfire and explosions. The news quickly spread around the world. Over 60 countries worldwide declared travel warning and encouraged their people to stay away from Bangkok. As a result, 30% of foreign travelers immediately decreased in the last quarter of 2013 and continued to drop more in the following quarter.
- The hostel lobby is the key location we can play with customers - The Thainess is what foreigners love to share - Thai food is one in their Top-Of-Mind when talk about Thailand - Chillie & spicy is the most favorite taste for customers