|Title||MESSAGE FROM SUGARCANE|
|Brand||MITR PHOL GROUP|
|Product / Service||ETHANOL BUSINESS|
|Category||B01. Publications & Brand Collateral|
|Entrant||CJ WORX Bangkok, THAILAND|
|Idea Creation||CJ WORX Bangkok, THAILAND|
|Contributing||SPORE Bangkok, THAILAND|
|Production||KRATAI TUENTUA Bangkok, THAILAND|
|Saharath Sawadatikom||CJ WORX Co., Ltd.||Chief Creative Officer|
|Jipattikal Panikbutr||CJ WORX Co. Ltd||Planning Director|
|Pinpinat Piyatataungvara||CJ WORX Co., Ltd.||Client Service|
|Kavin Sitsayanaren||CJ WORX Co., Ltd.||Creative Director|
|Jutarat Kongton||CJ WORX Co., Ltd.||Art Director|
|Salas Supalakwatchana||CJ WORX Co., Ltd.||Copywriter|
|Monkanok Panusittikorn||CJ WORX Co., Ltd.||Copywriter|
|Kamonluck Mungwattana||CJ WORX Co., Ltd.||Producer, Project manager|
|Amornpol Jeamwongsirikul||Kratai Tuentua Co.,Ltd||Producer|
|Pagorn Jungrungruang||Kratai Tuentua Co.,Ltd||Director|
|Wisarut Deelorm||Kratai Tuentua Co.,Ltd||Editor|
|Tongtae Tongma||MellowTunes Co.,Ltd||Sound Engineer|
|Panit Jirawattanaaunt||Kratai Tuentua Co.,Ltd||Cinematography|
|Tanut Kliinkesorn||CJ WORX Co., Ltd.||Client Service|
Sugarcanes are the most essential Ethanol ingredient. So we design to help them expressing their gratitude through letters using their own handwriting. The letters were given directly to customers of Ethanol at patrol stations throughout Thailand.
In order to emphasize the uniquely written messages from the sugarcanes, the letter format uses minimal design with a touch of grace through the use of special craft papers. The design includes only essential elements to allow sugarcanes the necessary space for expressing their gratitude. The written process happened on a sufficiently windy day. The sugarcanes were armed with black pens, and they were allowed to freely draw their messages without any direction. The results are letters that were purely and uniquely painted by the sugarcanes. The letters are designed to be art pieces that receivers would want to keep and hang inside their houses, so the letters could serve as a constant reminder about the limitless possibility of sugarcanes. To further the letter’s appeal as an art piece, we limited the production to 100,000 letters to induce people to hunt for them by fueling their cars with Ethanol.
The campaign earn 200% visibility & coverage : Massive Awareness 35 millions IMP, 18 millions reach, actively engage with audience 734,152 engagements ( 70% above KPIs), 2 millions vdo & contents views. (130% above KPIs) Moreover, This campaign created massive conversations of the new understandings of “Ethanol, the energy of the nations” in all 3 main angels we aim for 1.Sugarcane, the origin of Renewable energy 2. Ethanol, Renewable energy that truly benefits to related parties 3.New perception of end benefit of “RENEWABLE ENERGY”, provided by Mitr Phol. The client has reported a significant increase of Ethanol users as a result.
Mitr Phol group established Mitr Phol Bio Co.,Ltd. an Ethanol producer from cane juice. We would induce a sense of pride among the Ethanol users by educating them the real benefits of Ethanol that would sincerely benefits to 1.Surrounded People 2.The Real Communities And 3.Whole Country Beneficiaries. We choose emotional approach to avoid negative feedback. We have selected target to mass target and teenager to adult. And also media tools Digital PR WOMON and Influencer that matching with selected fanpages and the campaign to create impact conversations. Our Campaign had 3 Phases 1.EDUCATE MARKET : Provide content to educate mass audience toward “SUGARCANE” and “RENEWABLE ENERGY” 2.CREATE NATIONAL AGENDA : To create national agenda and trend of Renewable energy 3.BUILD UP BRAND RELEVANCY : Credible insightful contents targeted toward mass to educate them end benefit of “RENEWABLE ENERGY”, provided by Mitr Phol.