| Title | POWER OF BOUTIQUE |
| Brand | BANGKOK AIRWAYS |
| Product / Service | AIRLINE |
| Category | A07. Use of Talent |
| Entrant | McCANN Bangkok, THAILAND |
| Idea Creation | McCANN Bangkok, THAILAND |
| Production | PHENOMENA Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| Wichian Thongsuksiri | McCann | Executive Creative Director |
| Warunyoo Sorasetsakoon | McCann | Creative Director |
| Wichian Thongsuksiri | McCann | Art Director |
| Natthawut Chuklunthong | McCann | Art Director |
| Warunyoo Sorasetsakoon | McCann | Copywriter |
| Nathatai Boontanom | McCann | Traffic Manager |
| Dollaporn Khunanukornkul | McCann | Business Director |
| Natnaree Ananlaksakarn | McCann | Senior Account Executive |
| Kaninyarn Chandrasma | Phenomena | Director |
| Supanit Areewong | Phenomena | Production Producer |
| Sinthu Kijsoontrapa | McCann | Agency Producer |
Power of Boutique Leveraging the core truth of the brand ; Bangkok's Unique Airline, the idea focuses on dramatizing that very uniqueness as a very boutique offering and experience. One that is designed to resonate with the target insight for a very different type of travel experience that only Bangkok Airways could offer them. To up the ante, local super star Yaya was also affected for Bangkok Airways, with the reveal of a new unique image to further cement the boutique offer of the airline.
Yaya (Thai superstar) takes us on an extraordinary boutique journey only made possible by Bangkok Airways. In this film her image is also uniquely made over to surprise the viewer, we join her on a series of unique adventures - without any guides- to the many boutique destinations that Bangkok Airways (Positioning: Bangkok’s Boutique Airline) offers. • Implementation: Online film • Timeline: Launching on 2nd August 2018 – 31st October 2018 • Placement: Youtube and Facebook • Scale: The film got an overwhelm result with 179,726,408 impression, 24,644,766 reach, 10,951,191 engagement and 3,116 share within one week
The film got an overwhelm result with 179,726,408 impression, 24,644,766 reach, 10,951,191 engagement and 3,116 share within one week.
To help Bangkok Airway's launch it's new position 'Power of Boutique' targeting a younger generation, this film connected with them by using local superstar Yaya. But it was not enough to just feature her, rather her image was revamped in a way never seen before to actively engage the interest of this group while also clearly dramatizing and delivering the new boutique position that is unique to Bangkok Airways.
• With the objective for the brand to deliver a new position and appeal to new target group, the strategy was to focus on building targeted awareness and consideration. • The film was created to break through the category norm. • Awareness achieved by the breakthrough execution and treatment which grabbed the targets attention, while the content drove consideration by showcasing the unique locations and airline experiences that are not only unique to the airline, but also desirable to the target group.