The Campaign

We take the inconvenience of public transportation that Thais face every day and turn it into an ironic humour to let them realize that by just living their daily life, they are already fit enough to get the discount from “SMK Fit” health insurance.

Creative Execution

We created an online film that turns the negativity of public transportation inconvenience into positive opportunity. The ironic humour is communicated through the ‘Thank you, Thailand’ message and the style of the film. Then wrap up with the line that drives action to the promotion. With the direction of execution that hits audience right at their insight, this video made a huge impact by becoming an instant buzz on social media.

The business impact from this campaign is in the form of gaining awareness and earning social buzz. Within the first 24 hours, we were able to get 1.5 million views, 8,600 shares and 58,900 interactions which earned us $183K worth of free media. The film also got published in Thailand's Top Online publishers such as Marketing Oops and Fund clinic spreading “SMK Fit” message to a much wider audience. Moreover,“SMK Fit” were also able to change the perception of “Fit” to be reachable by every Thai.

This online film content was created to promote the awareness of “SMK Fit”, the health insurance that rewards healthy consumers with up to 15% discount depending on the level of their health conditions. Through its entertaining storytelling, the film was launched with the intention to earn shares on Facebook, the most popular social network in Thailand.

Approach : In order to reshape Thais perception of what "Fit" actually means to reach wider consumers not just health aware people, our strategy is to create closer-to-life communication that lets people realize the potential of their actual fitness level. Audience : 15-35 year old males and females who are interested in health insurance. Call to action : Turn your fitness level to a healthy insurance discount.