Title | THE ROAD GUARDIANS |
Brand | HENG DIRECT BROKER CO., LTD. |
Product / Service | HENG DIRECT BROKER CO., LTD. |
Category | A03. Online: Fiction |
Entrant | RABBIT 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 |
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 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.
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.