SPEED LIMIT MONK STATUE

TitleSPEED LIMIT MONK STATUE
ClientTHAI HEALTH PROMOTION FOUNDATION
Product / ServiceROAD SAFETY CAMPAIGN
CategoryA09. Public Sector
EntrantBBDO BANGKOK, THAILAND
Idea Creation BBDO BANGKOK, THAILAND
Production KLACK FILMS Bangkok, THAILAND

The Campaign

INTRODUCING Speed Limit Monk Statue. THE World’s first monk statue that CAN warn you to be mindful and cautious while driving. USING GPS trackER and speed detectOR, THE MONK STATUE CAN Detect different legal speed limit ON each road that the car IS CURRENTLY on. If THE driver exceeds legal speed limit, the statue will AUTOMATICALLY PLAY PHRA PAYOM’s PREACHING VOICE THAT WAS PRE-RECORDED in 9 different speeches, ALL OF WHICH WARN THEM TO BE MINDFUL, SLOW DOWN AND DRIVE SAFER. WE hostED EVENTS AROUND THE COUNTRY TO GIVE AWAY THOUSANDS OF STATUES DURING SONGKRAN PERIOD, WHERE MOST OF ACCIDENTS OCCUR.

Creative Execution

INTRODUCING Speed Limit Monk Statue. THE World’s first monk statue that CAN warn you to be mindful and cautious while driving. USING GPS trackER and speed detectOR, THE MONK STATUE CAN Detect different legal speed limit ON each road that the car IS CURRENTLY on. If THE driver exceeds legal speed limit, the statue will AUTOMATICALLY PLAY PHRA PAYOM’s PREACHING VOICE THAT WAS PRE-RECORDED in 9 different speeches, ALL OF WHICH WARN THEM TO BE MINDFUL, SLOW DOWN AND DRIVE SAFER. WE hostED EVENTS AROUND THE COUNTRY TO GIVE AWAY THOUSANDS OF STATUES DURING SONGKRAN PERIOD, WHERE MOST OF ACCIDENTS OCCUR.

Describe the success of the promotion with both client and consumer including some quantifiable results

SIMPLY PERFECT DEVICE THAT ACTUALLY SAVE LIVES! SIKARATE SITTHICHUSAK, MINISTRY OF TRANSPORT CULTURALLY RESPECTFUL REMINDER THAT ANY THAIS CAN RELATE TO! PAIRAT TEMPHAIROJANA, REUTER SCIENCE AND BUDDHISM FINALLY COMBINED. PHRA PAYOM KALLAYANO, THAILAND’S RENOWNED MONK MOST IMPORTANTLY, ROAD DEATH TOLLS DROPPED BY 20% DURING SONGKRAN PERIOD

Explain why the method of promotion was most relevant to the product or service

Speed Limit Monk Statue aims to create awareness and engage with people who tend to drive fast and carelessly on the road. USING GPS trackER and speed detectOR, THE MONK STATUE CAN Detect different legal speed limit ON each road that the car IS CURRENTLY on. If THE driver exceeds legal speed limit, the statue will AUTOMATICALLY PLAY PHRA PAYOM’s PREACHING VOICE THAT WAS PRE-RECORDED in 9 different speeches, ALL OF WHICH WARN THEM TO BE MINDFUL, SLOW DOWN AND DRIVE SAFER.

In Thailand, there ARE more than 35 million DRIVERS ON THE ROAD. AS A buddhisT country, 76% of THAI drivers have monk statue PLACED on their car dashboard, BECAUSE THEY believe that monk statue, BEING HOLY, CAN Save them from road accidents. But the fact is Thailand still rankS second in the world for road fatalities. because accidents are caused by their SPEED driving. THAI HEALTH PROMOTION FOUNDATION WANTS TO HELP PEOPLE DRIVE SAFER AND DECREASE THE RISK OF ACCIDENTS. HOW CAN WE TURN fAITH OF THE PEOPLE AND USE IT TO REALLY PROTECT THEM?

Credits

Name Company Position
Suthisak Sucharittanonta BBDO BANGKOK Chairman & Chief Creative Officer
Anuwat Nitipanont BBDO BANGKOK Deputy Chief Creative Office
Park Wannasiri BBDO BANGKOK Creative Director
Thanan Srisukh BBDO BANGKOK Senior Art Director
Thiti Boonkerd BBDO BANGKOK Senior Copywriter
Panupak Siripakdee BBDO BANGKOK Senior Art Director
Vachira Pashekrepapon BBDO BANGKOK Copywriter
Natthanicha Taveesupapong BBDO BANGKOK Account Director
Links
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