PALETTE OF THAILAND

TitlePALETTE OF THAILAND
BrandTOURISM 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

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

The Campaign

Palette of Thailand, a journey through colour (cosmetic) that ignite women to travel.

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

The Situation

By bringing Thailand travel destination and transfer these colour into the cosmetic colour in the limited edition palette, consumers not only can aware of the campaign but also can experience the colour of Thailand through the colour of the cosmetic. We also encourage consumers after experience the travel destination of Thailand, they can by the cosmetic palette back as a gift for the destination to their friends and family. With the new way of communication through cosmetic palette, we get free PR from consumers who bought these palette as the palette covers are Thailand destination we want to promote.

The Strategy

The target audience of this campaign is Thai women. We want to encourage women to go out and travel in Thailand. 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.

Links

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