Title | PEPPERMINT FIELD: WOMEN, THE BIGGEST MYSTERY IN THE UNIVERSE |
Brand | BERTRAM CHEMICAL (1982) CO. |
Product / Service | PEPPERMINT FIELD |
Category | A03. Online: Fiction & Non-Fiction |
Entrant | ADAPTER DIGITAL Bangkok, THAILAND |
Idea Creation | ADAPTER DIGITAL Bangkok, THAILAND |
Media | ADAPTER DIGITAL Bangkok, THAILAND |
Production | SUNETA HOUSE Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
SANTHANA THANASILPISAN | Adapter Digital Company Limited | Chief Creative Officer |
JIRAYU ARDSAMANG | Adapter Digital Company Limited | Creative Director |
NARIT KONGPRASERT | Adapter Digital Company Limited | Copywriter |
PATCHARA SUWAPANONTH | Adapter Digital Company Limited | Art Director |
VIKANDA PIROM | Adapter Digital Company Limited | Project Manager |
DAOTIP SUDHISANRONAKORN | Adapter Digital Company Limited | Agency Producer |
PHICHAYAPORN CHAIYAPUCKSAYANON | Adapter Digital Company Limited | Account Manager |
PIYAWAT RATTANAKHACHITWONG | Adapter Digital Company Limited | Planning Director |
ISREYA LIANGKOBKIT | Adapter Digital Company Limited | Planning Manager |
TEERAPOL SUNETA | Suneta House, Bangkok | Director |
VIKRAN KANJANANON | Suneta House, Bangkok | Cinematographer |
KINGKAEW SOONTORNCHAREONONT | Suneta House, Bangkok | Film Producer |
SIRISAK SAEUNG | Suneta House, Bangkok | Prop Master |
Our creative idea was "The Mood Transformation Hero". Portraying how Peppermint's Nasal inhaler can help get our young targets out of a sticky situation that every single one of our target's can connect with... a woman's mood swing.
We released a short film that uses a woman’s insight, portraying their mood as unpredictable. Her man has to find a way to handle it. The story starts with a couple having a romantic dinner that turns into an apocalyptic event when the woman surprises her boyfriend with a question. She asks him what is different about her today. The answers he gives put her in a bad mood, which is compared to an elevator going down. The film keeps everyone guessing what’s going to happen next. The boyfriend has to desperately find a way out. In a totally unpredictable act, he whips up a Peppermint Field nasal inhaler and lets her have it, cooling her mood and saving the day. The short film was released on our Facebook fanpage. It was so popular, it was picked up and shared by media channels and consumers nationwide.
1.2M views within 24 hours and 5M views within one week. Over 100,000 social media shares. Caught the attention of consumers, publishers, and celebrities, yielding earned media value of up to 800,000 USD. Over 300% increase in Young Fans (18-29 Years Old) to the brand page within campaign period. Gained positive feedback for this brilliant idea that truly appeals to and interests people, igniting purchase intentions. Sales growth of 20% during the campaign.
This is a case that captures a situation that all young people are familiar with, the ire of a woman, and how our Nasal Inhaler, with it's mood changing aroma, helps overcome this situation in a fun and entertaining way in order to, for the first time ever, successfully change their perception about Peppermint Field being a brand for old and sick people.
Our digital solution is to avert their attention from the stereotype, from feeling self-conscious about appearing old or ill to feeling better from using it. We want them to feel like it’s an item they need to have handy all the time and not feel embarrassed by using one. Our target's leads busy lives, and are often faced with situations throughout their day (school, work, personal life) that brings their mood down. The key component of Peppermint Field nasal inhaler is its aroma, which can uplift your mood, and make you feel fresh...just what our fickle target needs. We positioned our inhaler as our target's everyday hero with “The Mood Transformation Hero: the inhaler lifts your mood and puts you in a good temperament.”