THE WAITERS' MOM

TitleTHE WAITERS' MOM
BrandTHE BARBECUE PLAZA
Product / ServiceBAR-B-Q PLAZA
CategoryA06. Events & Experiential (incl. stunts)
EntrantGREYnJ UNITED Bangkok, THAILAND
Entrant Company GREYnJ UNITED Bangkok, THAILAND
Advertising Agency GREYnJ UNITED Bangkok, THAILAND
Advertising Agency 2 NINEDOTZ Bangkok, THAILAND
Production Company PHENOMENA Bangkok, THAILAND

Credits

Name Company Position
Jureeporn Thaidumrong Nudejeh/Ninedotz Chief Creative Officer
Kanaporn Hutcheson Nudejeh/Ninedotz Managing Director
Andrew Chu NudeJEH Creative Director
Matthana Saetiew Nudejeh Art Director
Arnon Kantawang Nudejeh Art Director
Suradech Prapairat Nudejeh Art Director
Worrawan Chailert Nudejeh Copywriter
Pat Deesawat Nudejeh Copywriter
Wuttinun Nakprom Nudejeh Copywriter
Konthamas Ratanasuvan Nudejeh/Ninedotz Client Service Director
Pojanee Sowantip Ninedotz Account Director
Kodchakorn Walaphon Nudejeh Account Executive
Nattabhat Jumpathong Ninedotz Account Executive
Chalinee Songsroi Ninedotz Social Media Specialist
Prapapan Lekda Ninedotz Social Media Specialist
Kanoksak Kanchanachutha NudeJEH Executive Producer
Jongkoch Dusittanakarin Nudejeh/Ninedotz Strategic Planner
Thanachai Sornsrivichai Phenomena Director
Panida Ngamsompong Phenomena Producer
Duriyin Nadesuwan Komdee Editor

The Campaign

Bar-B-Q Plaza’s brand belief is to ‘make the most of now’. And to help our customers make the most of their moment with their moms on Mother’s Day, we needed to put our staff first. While everyone can spend time with moms, we understand that our restaurant staff will be busy working. So a month before Mother’s Day, we asked our most hardworking staff a few questions about their moms, disguising this exercise a personal development training. A few days later, we surprised them by bringing their moms from upcountry to enjoy a meal together. The staff had the chance to personally hand their questionnaires to their moms, thus making the most of the moment. The unrehearsed stunt was filmed and edited into a heartwarming video that was shown at an all-staff event. Bar-B-Q Plaza challenged the hospitality industry by rewarding all 3,800 employees with 2 extra days off, so they could have a long enough holiday to spend time with their moms. As a result, this beautiful gesture became a game changer to the entire hospitality industry, inspiring other businesses to put their staff first.

The Brief

On Mother’s Day, Bar-B-Q plaza wanted to help their customers, who bring their moms or loved ones, to make the most of now. But in order to do so, they realized that they had to start with their own employees. They wanted to shift their belief from putting the customers first, to treating their staff equally as important. Because in the service industry, service from the heart is what makes all the difference.

Results

The video was ranked #1 most popular video on YouTube Thailand, with over a million views within 24 hours. It was crowned ‘Best Mother’s Day Video’ by popular blogs, and gained free publicity by local and international news. It is still being shared, with over 4.5 million views on YouTube and Facebook within one week. Most importantly, Bar-B-Q Plaza’s 3,800 employees were given 2 extra days off for them to have a long enough holiday to spend time with their moms. It was a game changer for the hospitality industry, as it inspired other businesses to put their employees first.

Execution

One month prior to Mother’s Day, we selected the most hardworking staff and those who have left their hometown. We gave them a questionnaire about their moms, disguising this exercise as a personal development training to improve our service for Mother’s Day. The questions asked were simple, yet touching and brought most of them to tears. Few days later, we surprised them by bringing their moms from upcountry to have a meal with together. The staff had the chance to personally hand their questionnaires to their moms, thus making the most of that moment. We filmed the unrehearsed stunt and edited the footage into a heartwarming video. The video was then shown at an all-staff event, before the company’s CEO made a special announcement to all 3800 employees. Because they want their staff to spend quality time with their moms too, they gave every employee 2 extra days off.

The Situation

Bar-B-Q Plaza’s brand belief is to make the most of now. And they realized that they had to start with the people right in front of them – their employees. With Mother’s Day approaching, they realized that while everyone will be spending time with their moms, their restaurant staff will be busy working, helping customers to make the most of their moment in-store. And to help customers make the most of now, they needed their employees to live up to the brand’s belief.

The Strategy

Bar-B-Q Plaza’s brand belief is to make the most of now. And in order to help customers make the most of their moment in the restaurants, the employees had to live the philosophy. With Mother’s Day approaching, we seize the opportunity to allow all staff make the most of now with their moms. We selected the most hardworking staff, especially those who had left their hometown, and surprised them by bringing their moms to Bar-B-Q Plaza to have a meal together. We also gave 2 extra days off to all 3,800 employees for them to have a long enough holiday to spend time with their moms. We believe that our staff had to make the most of now with their moms. They will then be able to help our customers make the most of the moment in the restaurants.