The Brief

In Thailand, chemical fertilizer has been used widely and increasingly. Its destructive effects results in toxic residues in soil which lead to environmental pollutions and diseases. The objective of the brief was to get people, especially the nature lovers, to be aware of the problem and use organic plant food, O Organic Gro, instead of traditional harmful fertilizer. But how could we prove our product safety to them? Our strategy was to create product trial in non-traditional way. We wanted to communicate our advantage through reliable witnesses who experience our product directly. This would connect the target with our product.

Describe how the promotion developed from concept to implementation

As a brand with environmental commitment, we came up with an idea that allowed our 'World Mate' to confirm the product safety. First, we used animal food to write an invisible message on a paper and buried it in area using O Organic Gro. When soil animals came to bite the paper, it meant the O Organic Gro area was safe. The appearing message became a communication from animals, which would call attention from people. We broadcasted the process on digital billboards and on screens of vending machines. All channels were in potential locations of target.

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

The campaign was well responded. People became more involved in environmental awareness through O Organic Gro which gained strong position as an environmentally friendly product. It led to 28% increase in brand awareness and 18% in sales.

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

By demonstrating the relationship between encouraging healthy soil, plant growth, and animal safety, we achieved to build relevancy to consumers in that the use of organic plant food, O Oganic Gro, was necessary. Through our campaign, people were more engaged in environmental responsibility. The well-being of soil animals which had never been paid attention before now became a criteria consumers brought into consideration when they purchased fertilizer. Moreover, the method we utilized in Animal Confirmed not only could prove our product safety towards other living creatures but it could reflect our brand philosophy: not to destroy life.