LUB D SPICY CHALLENGE

TitleLUB D SPICY CHALLENGE
BrandCOMMON AREA
Product / ServiceLUB D HOSTEL
CategoryA01. Corporate Reputation & Communication
EntrantSWAT Bangkok, THAILAND
Entrant Company SWAT Bangkok, THAILAND
Advertising Agency SWAT Bangkok, THAILAND

Credits

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

The Campaign

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.

The Brief

- 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.

Results

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.

Execution

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.

The Situation

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 Strategy

- 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