SYN MUN KONG : THANK YOU THAILAND

TitleSYN MUN KONG : THANK YOU THAILAND
ClientSYN MUN KONG INSURANCE PLC.
Product / ServiceSMK HEALTH INSURANCE BY FIT
CategoryA03. Online: Fiction
EntrantRABBIT'S TALE Bangkok, THAILAND
Idea Creation RABBIT'S TALE Bangkok, THAILAND
Media Placement RABBIT'S TALE Bangkok, THAILAND
PR RABBIT'S TALE Bangkok, THAILAND
Production RABBIT'S TALE Bangkok, THAILAND

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.

Credits

Name Company Position
NORANIT YASOPA RABBIT’S TALE CO., LTD. EXECUTIVE CREATIVE DIRECTOR
ARM BUDDHAPHOL RABBIT’S TALE CO., LTD. ASSOCIATE CREATIVE DIRECTOR
NUTTHAPORN TEPPITAK RABBIT’S TALE CO., LTD. SENIOR ART DIRECTOR
VARUT PIPATTANABANCHA RABBIT’S TALE CO., LTD. COPY WRITER
POTRAWEE WICHIEN RABBIT’S TALE CO., LTD. AGENCY PRODUCER
KATHLEEN JARUPOKKUL RABBIT’S TALE CO., LTD. GROUP ACCOUNT DIRECTOR
AKARAPORN FONGCHITCHAROEN RABBIT’S TALE CO., LTD. ACCOUNT DIRECTOR
WANWISA PENSUNTI RABBIT’S TALE CO., LTD. ACCOUNT MANAGER
ORACHA CHINSAWATPUN RABBIT’S TALE CO., LTD. ACCOUNT EXECUTIVE
SAROJ LAOHASIRI RABBIT’S TALE CO., LTD. CHIEF MARKETING OFFICER
KITTIPAT MAHAPUNT RABBIT’S TALE CO., LTD. STRATEGIC DIRECTOR
JUTIKUL JUDEE RABBIT’S TALE CO., LTD. SENIOR STRATEGIST
BODIN BOONSIRIPHANT RABBIT’S TALE CO., LTD. STRATEGIST
APANCHANOK AKEWANON RABBIT’S TALE CO., LTD. SENIOR CONTENT EDITOR
ORAVEE TUNGUSPORNCHAI RABBIT’S TALE CO., LTD. MEDIA PLANNER
PITCHAYA NIAMSIRI RABBIT’S TALE CO., LTD. TOUCHPOINT PROJECTMANAGER
NIYADA SUWANNATRI RABBIT’S TALE CO., LTD. CONTENT EDITOR
PANNAROT KANPOT RABBIT’S TALE CO., LTD. CONTENT EDITOR
NARATIP SAEPHUA RABBIT’S TALE CO., LTD. SENIOR SOCIAL MEDIA EXECUTIVE
WIRANPHAT KITTIJINDAMANEE RABBIT’S TALE CO., LTD. SOCIAL MEDIA EXECUTIVE
TEERAPOL SUNETA SUNETA HOUSE DIRECTOR
NAPAT VORASUK SUNETA HOUSE ASSISTANT DIRECTOR
PAKORN SANEEWONG NA AYUDHYA SUNETA HOUSE DIRECTOR OF PHOTOGRAPHY
PISUT PARIWATTANAKIT SUNETA HOUSE ART DIRECTOR
NARISSARA MAKMANEE SUNETA HOUSE CASTING DIRECTOR
WANLOP RUNGKUMJAD SUNETA HOUSE PRODUCER
JIRAWAT SANTARATCHAI SUNETA HOUSE LOCATION MANAGER
SARAWUT KAWEETHAMMAWONG SUNETA HOUSE EDITOR
MINIP DIGITALPOST MINIP DIGITALPOST COLORIST&VTR
CINEDIGITAL SOUND STUDIO CINEDIGITAL SOUND STUDIO SOUND MIX