| Title | HAPPY SNACK BAG |
| Brand | THANACHART INSURANCE PUBLIC COMPANY |
| Product / Service | HAPPY PA FOR CHILD |
| Category | C04. Financial Services, Commercial Public Services, Business Products & Services |
| Entrant | DENTSU PLUS Bangkok, THAILAND |
| Entrant Company | DENTSU PLUS Bangkok, THAILAND |
| Advertising Agency | DENTSU PLUS Bangkok, THAILAND |
| Production Company | FIN AD ASIA Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| Subun Khow | Dentsu Plus | Chief Creative Officer |
| Priebduan Chotimanukul | Dentsu Plus | Head Of Graphic Designer |
| Subun Khow | Dentsu Plus | Copywriter |
| Chuesai Suvarnapunya | Dentsu Plus | Senior Graphic Designer |
| Kamon Ploydang | Dentsu Plus | Senior Graphic Designer |
| Eakkasit Singkok | Dentsu Plus | Graphic Designer |
| Monthicha Darawankul | Dentsu Plus | Graphic Designer |
| Dutchanee Narkapong | Dentsu Plus | Producer |
| Sophon Sriratanaporn | Dentsu Plus | Animation |
| Monthicha Darawankul | Dentsu Plus | Illustrator |
| Daranee Reuknumphet | Dentsu Plus | Account Director |
| Kosil Thongsuk | Fin Ad Asia | Director |
| Phakapong Saratha | Fin Ad Asia | Assistant director |
| Phakapong Saratha | Fin Ad Asia | Cinematographer |
| Ekkchat Tuagunt | Fin Ad Asia | Editor |
| Nitcha Kitimanan | Fin Ad Asia | Producer |
| Phinyapat Chudamata | Fin Ad Asia | Production manager |
| Chotinun Threerathummarak | Fin Ad Asia | Music composer |
Love makes parents buy everything for their child but not an accident insurance policy which parents overlook its value and think it is a waste. It is now a serious problem of PA for Child business. Happy PA for Child is Thanachart’s Accident Insurance Policy for Children. As the insurance premium starts from 5 baht (=16 US Cents) a day - the same cost of child snack, it sparks an idea to inspire our targets to see its value and willing to pay for our insurance premium.
Happy Snack Bag helps change most parents’ perspectives towards the payment for insurance premium, and it makes them willing to pay a small amount of money daily for their children constructive security. Within only 15 days of the Happy Snack Bags give-away, the increasing sales growth is up to 30%.
We are creating a new media idea in a form of snack bag branded Happy PA for Child similarly to ordinary 5-baht snack bags. Inside, there are 4 paper mock-ups of chips. Each explains information details of each type of insurance packages and contact numbers of the bank. We gave away Happy Snack Bags to Moms and Dads in different places such as school entrances, department stores, office buildings and also placed them for free in snack shops.
This campaign focuses directly to parent target who have small children. They know about PA for child which is children’s insurance. They might be offered PA for child from many banks and insurance companies but never thought it was worth paying.