|Product / Service||ONETOUCH CONDOM|
|Category||A01. Fast Moving Consumer Goods|
|Entrant||THAI NIPPON RUBBBER INDUSTY PLC Bangkok, THAILAND|
|Idea Creation||YELL ADVERTISING Bangkok, THAILAND|
|Media Placement||YELL ADVERTISING Bangkok, THAILAND|
|Production||HELLO FILMMAKER Bangkok, THAILAND|
|Chalermpol Bowonruttanapran||Yell Advertising||Creative Group Head|
|Piya Lertvanasirikul||Yell Advertising||Associate Creative Director|
|Kodchakorn Kitasilp||Yell Advertising||Art Director|
|Pannida Intanapichit||Yell Advertising||Account Manager|
|Chutikarn Ounhachoke||Yell Advertising||Account Supervisor|
|Wanaporn Srisup||Yell Advertising||Social Media Specialist|
|Nanthawat Thabsaringkhara||Yell Advertising||Content Creator|
|Dissara Udomdej||Yell Advertising||Strategic Planning Director|
|Anawat Praditsilp||Yell Advertising||Digital Media Planner|
|Kwunchai Parnsuk||Yell Advertising||Data Analyst|
The insight : Thai teenagers perception towards condoms ?are negative as they scared of being other people…“Drivel”? Idea : We created "Drivel" campaign idea to make people stop caring about other people "Drivel" and give more value to themselves and the one that they love.
Step1: Using teenage interested with the MV photo that play with teenage perception to drive them to the next phrase. Step2: Creating an MV called "Drivel" to encourage teenagers to do the right thing by not caring about other people wording or thinking. Step3: Creating content on ONETOUCH facebook page to make teenage couples understand each other more and also to teach them about safe sex.
- 3.4 Million views in 48 Hours. - 30,853,863 reached and 3,280,000 engagements from every content. - 20% of sales increasing
Strategy is to make the teenagers avoid the shame of using condom for protection. Therefore, we think about the teenage behavior first. Then we find out that music is one of the part that open them up. So, we selected the song that has the lyrics related to the topic and make the famous alternative band to cover it for our own version. After that, we introduced the MV and use the photo and words as the asset on Facebook page.