The Campaign

As a brand motto that stands for happiness, Sappe grasped on these insight and set out to test if “Thai women are truly happy” with their eating habit and to help brand communicate its “low calories” quality to their consumers in an innovative way. Sappe developed a tool to measure women’s happiness called “Sappe Happy Meter” application (the application is a development from Kansei Emotion Analyzer” is an emotion analyzer developed from EEG signal processing technology to detect brainwave activity at various “emotion” state.) The application works with a headset device that detect brainwave activity. We created an event activation at Siam Square, a teenage hangout hotspot, for women to experience the “Sappe Happy Meter” and see how their emotion change when drink various beverages with high and low calories. The crowd nearby can see their emotion changed through blooming flowers when happy and withering flowered when not-so-happy.

Creative Execution

We used Sappe Happy Meter to test 100 women when they eat and drink variety of food and beverages with high and low calories. What we see is that their happiness index value were high during eating showing their enjoyment, and could be seen as blooming flowers, but after eating, their happiness score dropped, seen as withering flowers, due to guilt and worried of the food amount and calories intake. The brand took the test to Siam Square, a teenage hang-out hotspot, and shot the whole experiment; made a VDO; and shared it on social media. The VDO went viral and created conversation on public press and social media wildly.

Describe the success of the promotion with both client and consumer including some quantifiable results

From the tests with 100 women revealed that low calories food/drink can significantly reduce both physical and emotional stress which resulted in maintained happiness score both when eating and after eating. The brand took the test to Siam Square, a teenage hang-out hotspot, and shot the whole experiment; made a VDO; and shared it on social media. The VDO went viral and created conversation on public press and social media wildly. The VDO was posted on Sappe’s Facebook fan page rocketed with comments and its engagement rose to 2000%. During the campaign, Sappe’s market share grew from 43% to 47%. “Sappe Happy Meter” campaign innovatively differentiates the brand and outshine all other functional drinks competitors. As the brand that stands for women’s happiness, Sappe has succeeded in capturing women’s attention and in encouraging them to take care of what they eat and embrace what the true happiness.

Explain why the method of promotion was most relevant to the product or service

Beyond just being a digital media promotion done on “online platform”, the team decided to create an event activation to have Sappe’s consumer really experience the product and its effect. The activation included digital display, Sappe Happy Meter application and a headset device to detect brainwave activity.

The strategy is to get right into the brand’s target demographic. The event activation took place at Siam Square, the teenage hang-out hotspot, the area is full of shops, restaurants, and major shopping malls. The team wanted maximum exposure with their target consumers and for them to really experience “Sappe Happy Meter”.