THE ROAD GUARDIANS

TitleTHE ROAD GUARDIANS
BrandHENG DIRECT BROKER CO., LTD.
Product / ServiceHENG DIRECT BROKER CO., LTD.
CategoryA03. Online: Fiction
EntrantRABBIT DIGITAL GROUP Bangkok, THAILAND
Idea Creation RABBIT DIGITAL GROUP Bangkok, THAILAND
Media Placement RABBIT DIGITAL GROUP Bangkok, THAILAND
Production THE FILM FACTORY LTD. Bangkok, THAILAND

Credits

Name Company Position
Noranit Yasopa Rabbit Digital Group Executive Creative Director
Noranit Yasopa Rabbit Digital Group Executive Creative Director
Papop Chaowanapreecha Rabbit Digital Group Creative Director
Papop Chaowanapreecha Rabbit Digital Group Creative Director
Kajohnchai Rodklongtan Rabbit Digital Group Art Director
Nalin Viroonhatham Rabbit Digital Group Copy Writer
Kanitkorn Srimakorn Rabbit Digital Group Copy Writer
Daotip Sudhisanronakorn Rabbit Digital Group Agency Producer
Atittaya Jeerawatpong Rabbit Digital Group agency Producer
Kathleen Wongsanganan Rabbit Digital Group Client Service Director
Akaraporn Fongchitcharoen Rabbit Digital Group Account Director
Wanwisa Pensunti Rabbit Digital Group Account Manager
Oracha Chinsawatpun Rabbit Digital Group Account Manager
Pavena Juprachakorn Rabbit Digital Group Account Executive
Saroj Laohasiri Rabbit Digital Group Chief Marketing Officer
Chayanin Prasertsuk Rabbit Digital Group Senior Strategic Planner
Phannaphat Meesridee Rabbit Digital Group Strategic Planner
Taya Soonthonvipat The Film Factory Ltd. Director
Chankit Chamnivikaipong The Film Factory Ltd. Cinematographer
Anan Boonsri The Film Factory Ltd. Gaffer
Wanlop Plumsee The Film Factory Ltd. Production Designer
Rewat Vorarat The Film Factory Ltd. Executive Producer
Yannassma Thannitsch The Film Factory Ltd. Film Producer
Sippanart Olarnsaritkul One Cool Production Co., Ltd. Editor
Arthur Lam One Cool Production Co., Ltd. Colorist
Apichaya Yueprayong One Cool Production Co., Ltd. Post Producer
Siwat Homkham Mellow Tune Co., Ltd. Music Composer
Nopphalux Kosakorn Pumpumpumpum Co., Ltd. Sound Engineer

The Campaign

The word ‘Heng’ in ‘HengDirect’ means ‘luck’ in Thai which shows an angle of Thai’s beliefs in supernatural in every aspect of life. The beliefs that relate to road and traffic are ‘Holy Guardians’ who Thais worship to protect their vehicles. Our idea is to link this belief to the service that brand provides. In today’s situation where our targets face traffic accident problem everyday, it shows the result that these ‘Road Guardians’ may not perform very well. The story takes place in a set up scenario of a court where road users sue the ‘Road Guardians’ over various car accident issues. In this scenario filled with elements of traffic to show how poorly Thai traffic is nowadays, ‘HengDirect’ is introduced as a new hero who offers the solution for all car accident problems.

Creative Execution

The story takes place in a set up scenario of a court where road users sue the ‘Road Guardians’ over various car accident issues. In this scenario filled with elements of traffic to show how poorly Thai traffic is nowadays, ‘HengDirect’ is introduced as a new hero who offers the solution for all car.

The video became a buzz within 5 days after launched with 1.2 million views, 12k shares, 3.1 million reaches and 600k engagements. 64% of the organic reaches is calculated to 206% of earned media from total media spending. Number of fans who likes the page increased by 100 times. HengDirect went from zero to hero as the online insurance broker with top engagements with 22% higher engagement than other brands in social media.

Turning the usual scenario of car users in Thailand into humour, this work twist the story of Thai’s belief of holy Guardians and Thai traffic issues in a sarcastically entertaining way.

The strategy is to introduce ‘HengDirect’ in the way that consumers can remember the name and understand what the service stands for by using the relevant insight that can generate buzz on social.

Links
Social Media URL