OMO ?SHINE BRIGHT THAILAND

TitleOMO ?SHINE BRIGHT THAILAND
BrandUNILEVER
Product / ServiceOMO
CategoryC03. Messaging Campaign
EntrantMINDSHARE THAILAND Bangkok, THAILAND
Idea Creation MINDSHARE THAILAND Bangkok, THAILAND
Media Placement MINDSHARE THAILAND Bangkok, THAILAND

Credits

Name Company Position
Janejira Toemchitkuson digitiv Account Executive

The Campaign

We envisaged 3 key success factors to this mission; 1. A highly inspiring, educating and entertaining platform and content 2. Drive participation and provide ample opportunity to practice and vocalize 3. Localize to connect deeper with audience. Omo introduced “Shine Bright for Thailand” program. To make the effort interesting and engaging, local tourist attractions are made as the heart of lessons. We created a character, a local student from competition getting lessons from a popular Thai English teacher. This unique experience was brought to life using BOT technology.

Creative Execution

We began this project with distributing lessons through BOT in Facebook messenger and Youtube channel to create massive awareness among Thai students. Students registered program to take course based on their current English skill. BOT allowed us to collect users’ data and personalized the course to match each student capability in conversational way that makes them feel comfortable at the beginning stage while the program continually updated and drove student to the next lessons. As students started participating in course and completed some basic lessons as a tourist guide, we kicked off “Shine bright for Thailand” campaign. This campaign was a search for a student who presented the most impressive content of a local attraction in English. We got wide variety of content and insightful stories and travel tips through local students. An unseen Buddha head in tree trunk by Ayuthaya student and best Thai curry shop behind Khao Sarn Road by Bangkok student are some of examples. The winner was rewarded with scholarship and fame, featured in lessons with Luk Golf teacher and local attraction contents were promoted in social media.

Campaign “Shine Bright for Thailand” campaign was endorsed by Thailand Education ministry with highest credit and fully collaborated as partner to establish this program as supportive English curriculum for all Thai students. • Students generated content quality was surprisingly far beyond their capabilities. It gave ample scope to show their creativity to convey story such as Live interview style, documentary format or even interestingly drama series style. This made “Shine Bright for Thailand” campaign as the undisputed no.1 content among 50 English tuition courses in online. o One of third Thai students (1.09 million) 100% complete lesson on YouTube. o One of the highest ever engagement rate on branded content in Facebook Thailand with 26% o 100,000 students constantly engage through Facebook Messenger BOT o Brand tracker scores saw an increase of 11% against the metric “enhance your personality for a brighter future” amongst those that watched the show.

The program needed content to make students deeply connect, inspire, learn and practice. It needed a story that they truly understand and take pride in, the story that foreigners pay more attention to understand and ultimately support Thailand to become the best tourist destination. Using “Luk Golf” an influential, vocational English teacher and top local student from competition helped create a strong bond between audience and platform. This couldn’t have been successful without BOT technology to make it convenient, scale wider audience and precision. Students enjoyed key features such as personalized classrooms experiences like it is for real and belonging. Besides, they could access virtual classrooms 24 /7. This dialogue between platform and students made learning English too simple, fun and engaging. Students could learn English without any inhibitions and embarrassments.

Links

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