DID YOU SEE THAT?

Short List
TitleDID YOU SEE THAT?
ClientFOUNDATION FOR WOMEN
Product / ServiceFOUNDATION FOR WOMEN
CategoryB07. Events & Stunts
EntrantDENTSU ONE (BANGKOK) Bangkok, THAILAND
Idea Creation DENTSU ONE (BANGKOK) Bangkok, THAILAND
Media Placement DENTSU ONE (BANGKOK) Bangkok, THAILAND
PR DENTSU ONE (BANGKOK) Bangkok, THAILAND
Production BOB EYE VIEW STUDIO Bangkok, THAILAND

The Campaign

Foundation for Women intends this campaign to urge the society to keep close eye on domestic violence and call 1300. We turn a traditional marketing tool like promotional booth into something that stuns participants and audiences. By doing so, we have launched ‘Did You See That?’, an activity that invites people to participate in the game although this time the participants will get something more than a prize.

Execution

We created a promotional booth in popular department stores. The activity started with the moderator asking participants to take a look at a big screen comprised of many footages from CCTV to spot the unusual. We surprised them with the footage of women getting abused. This activity allows people to experience the issue first hand, notice and report. We also share with them information on how to report domestic violence which is to call the Hotline 1300 to help the victim.

This activity makes people realise the importance of observing and reporting domestic violence. Within one week, the video clip of this activity was shared by viewers, influencers as well as the media. It became an interesting topic of discussion among female news anchors who really wanted to help spread the campaign. Soon Channel 3 TV news report about it. The total PR value is 1,200,000 Baht but most importantly, it helps the small foundation’s facebook page receive attention from the public up to 1500% accordingly.

The Situation

This activity was designed to be both an on-ground activity and PR tools for media. By spreading the video clip of the activity to the public through news channels, influencers, and others social media, it helps the issue get attention from public.

The Strategy

Since the campaign objective is to encourage audiences to be more alert and observant towards an unusual incident namely women abuse. The strategy is to use something that most audiences have experienced before. Marketing promotional booth is the exact fit for the objective since most Thais are familiar with and often take interest in it. Therefore, this can create a lot of traffic and buzz around the area, creating a bigger impact on the passersby. We have also recorded this activity and widely shared it online for further awareness about the issue.

Credits

Name Company Position
Yuichi Toyoda Dentsu One (Bangkok) Chief Executive Officer
Ted Lim Dentsu Asia-Pacific Chief Creative Officer
Kongpope Siriwattanagarn Dentsu One (Bangkok) Creative Director
Subun Khow Dentsu One (Bangkok) Chief Creative Officer
Nattakorn Samintharapunya Dentsu One (Bangkok) Art director
Tanis Jearsavaswattana Dentsu One (Bangkok) Art Director
Sirikorn Rungrueangdechaphat Dentsu One (Bangkok) Copywriter
Chanissara Ngampan Dentsu One (Bangkok) Copywriter
Subun Khow Dentsu One (Bangkok) Chief Creative Officer
Kongpope Siriwattanagarn Dentsu One (Bangkok) Creative Director
Prinkpraewa Aswapanyawongse Dentsu One (Bangkok) Account Manager
Chawin Supakasemwong Columbus (Thailand) Planning Manager
Patmala Boondej Dentsu One (Bangkok) Account Executive
Krittideach Gajangsri Bob Eye View Cinematographer/D.O.P
Pawan Tangsritrakul Bob Eye View Cinematographer/D.O.P
Nadya Metasiri Bob Eye View Editor
Napaporn Kerdprang Bob Eye View Executive producer
Wanwisa Noppawong Na Ayuthaya Bob Eye View Production producer
Jirapa Maneein Bob Eye View Production producer
Nattanan Kaewkitinarong Bob Eye View Production manager
Links
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