The Campaign

Campaign focussed on tourists considering approximately 32.6M tourists visiting Thailand every year and the vast majority coming from China. In order to appeal to them, we developed a visually stunning campaign that borrowed elements from Thai dessert ingredients and Thai culture promoting both in Thailand and in China. Introducing...Asian delight, the first…Thai dessert on stick! A food-porn visualisation of Asian delight ice creams that leverages some of the most recognisable codes of Thai culture, in specific Yak, the fierce giant.

Creative Execution

Thai desserts are made fresh fruits and delicious coconut milk. Asian Delight campaign magnified those ingredients and showed how they melt in refreshing and delicious ice creams. So fresh and so delicious, that none can resist, not even the most fierce character in Thai classic culture, Yak the giant! This very visible character, that each tourist will see, starting from the moment they land at the airport, up to the to many temples they visit, became the visual hero of the campaign. The giant is fierce, hot under the sun and usually grumpy...well, until when he eats one of the fabulous desserts on stick from Asian Delight. The visual is highly crafted, with a series of intriguing details that reward the viewer with a "ahah" once discovered, from the obviously smiling face of the giant to the tiny small fruits shapes in the giant clothes.

Indication of how successful the outcome was in the market

Campaign was promoted on social media in Thailand and China. Brand reached huge visibility on social media million video views and high engagement. More importantly sales grew by 218.5% MTD May18 - our first month of launch. That's double the business size in one month with market shares up to 4.6% nationwide (Data: Nielsen - June 2018)