Title | MESSAGE FROM SUGARCANE |
Brand | MITR PHOL GROUP |
Product / Service | ETHANOL BUSINESS |
Category | A07. Corporate Image & Sponsorship |
Entrant | CJ WORX Bangkok, THAILAND |
Idea Creation | CJ WORX Bangkok, THAILAND |
Contributing | SPORE Bangkok, THAILAND |
Production | KRATAI TUENTUA Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
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 |
Issue of renewable energy has always been difficult to understand, and past communications that utilised traditional medias were too plain to catch people’s interest. To make sure that people wouldn’t ignore our campaign, we has employed a different media; handwritten letters. Aside from being an usual choice for this kind of campaign, handwritten letters also carry a personal intimate quality that invokes the the sense of sentimental sincerity. The letters were used to express messages of gratitude from sugarcanes, which are the the most essential Ethanol ingredient. We designed a method to enable the sugarcanes to create handwritten letters, and the beautiful results were given directly to customers of Ethanol energy at patrol stations throughout Thailand.
The written process happened on a sufficiently windy day. Hundred thousands of 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 expressing the message of gratitude. After that, we used over 150 petrol stations as free media channels to deliver the letter to customers of Ethanol energy. The live event covered the period between 14 March - 30 May 2016, and over 100,000 grateful letters were delivered to Thai people.
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 video & 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.
Letters were chosen as a media for this campaign. This was an unusual choice as no one has ever utilised letters as a media to promote national energy before. We have made this decision because the campaign requires a media with an intimate quality that would heighten the campaign’s impact. In order for the campaign to touch people’s heart and induce their action, the message has to feel personal and sincere. Furthermore, the unusual media choice would also generate curiosity that helps to spread word of mouth.
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. And we choose emotional approach to avoid arguments and 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. Digital PR can create engaged content and remind of the brand. 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.