|Title||GO SO BIG|
|Brand||MONDE NISSIN (THAILAND) CO., LTD|
|Product / Service||PECKISH|
|Category||A03. Online: Fiction|
|Entrant||STORYTELLER BANGKOK Bangkok, THAILAND|
|Idea Creation||STORYTELLER BANGKOK Bangkok, THAILAND|
|Rojana Chuasakul||Storyteller Bangkok Co., Ltd||Chief Creative Officer|
|Parbpraew Ratarasarn||Storyteller Bangkok Co., Ltd||Creative Group Head|
|Warangrat Rattanabumrung||Storyteller Bangkok Co., Ltd||Copywriter|
|Vichanan Dechnarapan||Storyteller Bangkok Co., Ltd||Managing Director|
|Drakon Sirakovit||Storyteller Bangkok Co., Ltd||Planning Director|
|Nagara Na Nagara||Storyteller Bangkok Co., Ltd||Strategic Planer|
|Chonlanart Srisawad||Storyteller Bangkok Co., Ltd||Account Executive|
|Natee Rukseiree||Storyteller Bangkok Co., Ltd||Producer|
Snacking is best with out your head. Mouth and Head never get along when it comes to snacking because the more we think too much about snacks its never enjoying. Peckish has already done the thinking for you.
As brand targeting on urban market and position of the product as healthy and tasty snack. Online is the solution, the use of interest content pairing to create awareness during consumer's interest. (eg: movie community page, brand feed in content by offer best snack for your movie time)
2.6M views with 49% engagement shown the strong first step of the brand in to the market creating strong impact awarness in urban consumer. The engagement of the content still going in the upward trend. Talks about Gluten in food trend is growing in the market
Peckish tells the story through a very common situation that any Thai couple will definitely be able to relate to themselves, fighting over snacks in a supermarket. But the charm of the storytelling is how Peckish sees how our real conflict is not showing out but in fact taking place inside our heads. With a visual that gives a fresh take to the mundane situation.
Peckish; a new snack to be introduced to Thai consumers, but what exactly is the product? It is a thin rice cracker that is made of rice, baked-not-fired, gluten free and doesn't contain MSG- basically a snack that is better for you. But how can we find on interesting approach to introduce the product to the consumers while Thai snack consumers already have a bias in their mind that "a snack that is tasty is always bad for you, a product that is OK for your is boring? We discover that when we think too logically, snacking is never satisfying that is why we pitch the idea "snacking is best without the head" and executed through the film "Go So Big"