PALETTE OF THAILAND

TitlePALETTE OF THAILAND
ClientTOURISM AUTHORITY OF THAILAND
Product / ServiceTHAILAND TOURISM
CategoryA07. Travel
EntrantSOUR BANGKOK, THAILAND
Idea Creation SOUR BANGKOK, THAILAND
Idea Creation 2 BANGKOK WRITER AND PARTNER, THAILAND
Media Placement SOUR BANGKOK, THAILAND
PR SOUR BANGKOK, THAILAND
Production PHENOMENA Bangkok, THAILAND
Production 2 CINE DIGITAL SOUND Bangkok, THAILAND

The Campaign

Palette of Thailand, a journey through colour (cosmetic) that ignite women to travel. From the research, women is the number 1 important segment for Tourism Authority of Thailand (TAT) because of the number of populations as well as the spending they have when travel. Also, it is undeniable that the most thing women love and buy most often is cosmetic. From research, women age between 20-35 buy cosmetics cost around 500-3000 THB, 3 times/month.

Creative Execution

Promoting the web film using inspiration from “Movie Palette” the method use to describe the colour coding in movie scene. We broke down the campaign into 2 levels. 1st level is the film itself that communicate both in traditional media as well as digital media. 2nd level is the Limited edition palette producing by Oriental Princess which sell in their 100 stores nationwide during the campaign.

- Palette of Thailand Limited Edition have been sold out within 1 month after campaign launch. - Increase in the number of women traveling within Thailand during Q3 of 2018 - Press and PR in local media platform

By bringing Thailand travel destination and transfer these colour into the cosmetic colour in the limited edition palette, this is the new media channel we use to promote and is very direct to the women target that we try to focus because the most thing women love is cosmetics.

Insights, Strategy and the Idea

Combining the most thing women love, cosmetics with colourful travel destination of Thailand, we partner with Oriental Princess, the No.1 cosmetic brand in Thailand to create the cosmetic colour palette that represent the colour of Thailand most beautiful destinations.

Credits

Name Company Position
Damisa Ongsiriwattana SOUR Bangkok Executive Creative Director
Warunpon Trithepwijit SOUR Bangkok Creative Director
Nopparath Eksuwancharoen SOUR Bangkok Creative Group Head
Warangrat Rattanabumrung SOUR Bangkok Copy Writer
Rujrada Rienvatana SOUR Bangkok Copy Writer
Sutinee Satesawan SOUR Bangkok Art Director
Pimmard Leenutaphong SOUR Bangkok Managing Director
Piyawat Chunnon Bangkok Writer & Partner Managing Director
Wuttipon Thanopajai SOUR Bangkok Agency Producer
Links
Video URL