MESSAGE FROM SUGARCANE

Bronze Spike

Case Film

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ClientMITR PHOL GROUP
ProductETHANOL BUSINESS
EntrantCJ WORX Bangkok, THAILAND
Type of EntryPractices & Specialisms
CategoryB04. Business Citizenship / Corporate Responsibility & Environmental
TitleMESSAGE FROM SUGARCANE
Product/ServiceETHANOL BUSINESS
Entrant CJ WORX Bangkok, THAILAND
Idea Creation CJ WORX Bangkok, THAILAND
Contributing SPORE Bangkok, THAILAND
Production KRATAI TUENTUA Bangkok, THAILAND

The Campaign

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.

Execution

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. This drove an even more massive discussion on social, People passionately shares on various media, from the big name celebrities to, every Thai person.

Tier 1 : 200% earn visibility & coverage : Massive Awareness 35 millions IMP, 18 millions reach Tier 2 & 3 : Actively Engage with audience 734,152 Engagements ( 70% above KPIs), 2 millions video & contents views. (130% above KPIs) / 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 Situation

Thai people don’t understand the significant nor the pride of using our national renewable energy. This campaign aims to improve Thai people’s understanding about ethanol energy and encouraging them to become proud switchers. We chose to give ethanol users handwritten letters to thank them for choosing ethanol energy. However, the letter came with a twist. Instead of human, the letters were written by the true heroes of ethanol production, the sugarcanes. Despite the low investment, the novelty and the intimacy of the medium touched consumers’ hearts, and the campaign received free media impressions from social medias to national television programs.

The Strategy

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.

Credits

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
Saharath Sawadatikom CJ WORX Co., Ltd. Art Director
Kavin Sitsayanaren CJ WORX Co., Ltd. Copywriter
Kavin Sitsayanaren CJ WORX Co., Ltd. Art Director
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