Title | MA-KE-RU-NA. |
Brand | L'ORÉAL (THAILAND) |
Product / Service | L'ORÉAL MEN EXPERT |
Category | A03. Online: Fiction & Non-Fiction |
Entrant | TBWA\THAILAND Bangkok, THAILAND |
Idea Creation | TBWA\THAILAND Bangkok, THAILAND |
Production | SHORYUKEN PRODUCTION Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
VERADIS VINYARATN | TBWA/THAILAND | Executive Creative Director |
PUTTHIKOON PENWAN | TBWA/THAILAND | Creative Director |
ITTHISAK CHANPINPHET | TBWA/THAILAND | Copywriter |
NAWAPORN SUETRONG | TBWA/THAILAND | Copywriter |
ANUPONG ARAMBOOT | TBWA/THAILAND | Art Director |
TANIS JEARSAWASWATTANA | TBWA/THAILAND | Art Director |
THATCHANON MATHONGMAK | TBWA/THAILAND | Art Director |
WILASA KLANGNARONG | TBWA/THAILAND | Account Director |
PIYATHIDA MEEKLIN | TBWA/THAILAND | Account Director |
KANNAPHAT CHATCHAROENSUK | TBWA/THAILAND | Account Manager |
TARINEE LIMTHONGSKUL | TBWA/THAILAND | Agency Producer |
CHARLES CLAPSHAW | TBWA\DANThailand | Head of Digital Strategy |
NEEL CHAURASIA | TBWA/THAILAND | HEAD OF INTERNATIONAL BUSINESS |
SUPHAWEE SINSUWAN | TBWA/THAILAND | Project Manager |
SHORYUKEN PRODUCTION CO.,LTD. | SHORYUKEN PRODUCTION CO.,LTD. | Post Production |
KRISANA JITNAOWARAT | SHORYUKEN PRODUCTION CO.,LTD. | Director |
CHATCHAI KUNPONPITAK | SHORYUKEN PRODUCTION CO.,LTD. | Film Producer |
SUPACHAI WANNASAK/ | SHORYUKEN PRODUCTION CO.,LTD. | Editor |
NATAPONG MEEPRIPURK | TBWA/THAILAND | Editor |
TAWAN THAKOLTHAMSIRI | SHORYUKEN PRODUCTION CO.,LTD. | ASSISTANT EDITOR |
CHATCHAI KUNPONPITAK | SHORYUKEN PRODUCTION CO.,LTD. | POST PRODUCER |
MOMENTUM STUDIO | Momentum Studio | Sound Production Company |
SUTHON POONYAYANT | Momentum Studio | Sound Engineer |
To illustrate the superiority of the face wash, we created an extreme Japanese-style game show in which male contestants complete three labor-intensive challenges in Bangkok’s sweltering heat. The man who emerges with the least oily face wins 1 million yen. Challenge 1: Push a giant mortar up the golden mountain wearing rollerblades Challenge 2: Paddle a boat across the river while avoiding the monster Challenge 3: Fry vegetables in a pan and create a fire that blazes high enough to light the fireworks The final winner is Ryo, the least oily-faced man! He proudly uses L’Oreal Men Expert White Active Cooling Serum Foam.
Even though the budget was very limited we manage to creatively produce 3 full episodes of a very realistic Japanese game show. We also took the show outside vs. shooting it in a studio to give a natural feel and make the challenge authentic and real. In terms of casting the men are Japanese and so were the show presenters. Even the audio was in Japanese with Thai dub and supers. It was posted to content sites and fan pages that many Thai men already follow. Before buying any online media, the brand got organic views of over 1 million in two weeks.
The results dramatically exceeded expectations. We reached the highest market share ever, moving L’Oreal Men Expert away from the feminine brand stereotype. Before buying any online media, the brand got organic views of over 1 million in two weeks. Additionally, the viral engagement from people talking about and sharing the content was dramatic, with over 150,000 engagement. The reach is estimated to be over 7.8 million.
This work is relevant for Entertainment lions because it utilizes a key insight in Thai male entertainment consumption habits to successfully launch a new product and increase brand awareness. The insight is that games shows are among the most popular form of entertainment for Thai men, especially shows from Japan, as the content and challenges are typically crazy and comedic.
In Thailand, the convention for men’s skincare brands is to use handsome and stylish celebrities who attract women by using the particular product. We wanted to engage men in a unique and different way – we found that in Thailand, a popular form of online content consumed and loved by men is wacky Japanese game shows. Our idea of replicating a Japanese game show disrupted the category by linking brand efficacy to a concept that men already find entertaining. The target is engaged where their eyes are already.