Title | THAINESS |
Brand | BURGER KING (THAILAND) |
Product / Service | BURGER KING |
Category | A04. Crisis Communications & Issue Management |
Entrant | MINTERACTION Bangkok, THAILAND |
Entrant Company | MINTERACTION Bangkok, THAILAND |
Advertising Agency | MINTERACTION Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Yossaporn Rengpian | Minteraction co.,ltd. | Digital Directer |
Utsa Ratdilokparnij | Minteraction co.,ltd. | Digital Media Manager |
Kanokwan Luckcom | MEC | Business Director |
Piangjai Niruntarai | MEC | Supervisor, Integrated Planning |
Sutida Raksincharoensak | MEC | Associate Director, Integrated Planning |
To the young-Thai generation putting on Thai traditional costume outside sounds weird and silly. The problem comes to Burger King, when a of picture a mother and daughter – putting on Thai costume, eating BK fries at one of its restaurant. This picture became viral across social network over night with negative feedback – with the BK logo being attached. With the challenge of defending for its customers, BK sees this as opportunity to change the attitude of the Thai towards their beautifully created national costume. The BK Thainess campaign was created, inviting the Thai to come celebrate that Thai New Year (Songkran) at BK restaurant by wearing on Thai costume then to get free BK burger. The campaign received many positive feedback online and offline with millions Baht of free media. Other than that, it is counted as a starting point for the other brand in Thailand to encourage the Thai to wear Thai costume..which later was to be the latest fad.
The task for the agency is how BK can defend itself from being blamed by public and to change a negative mood into a feel good one.
The programme received massive positive-feedbacks over social and free media. TV programmes and bloggers started to talk about the pride of being Thai, resulted by people wearing traditional Thai clothes, go shopping, riding on the train, not just for a free burger – but became a big fad that other brands started to follow.
The BK Thainess campaign was created the next day, encouraging the Thais to re-celebrate their culture over the soon coming Thai New Year festival. The celebration is simple, anyone who visits a BK restaurant in Thai costume gets a free BK burger!
Thailand is one of the only nations among ASEAN that lost its culture of putting on traditional costume in daily life. To the young generation wearing Thai costume sounds weird and silly. The problem comes to Burger King, when a picture of a mother and daughter – putting on Thai costume, eating BK fries at one of its restaurant. This picture became viral across social network over a night with negative feedbacks – with BK logo being attached.
Using the soon coming Thai New Year (Songkran Festival) to encourage the Thai to celebrate their culture by wearing Thai traditional costume and invite them into the store. The target for this campaign is mass-digital as the crisis mentioned has gone viral.