Why is this work relevant for Direct?

M-150 uses Facebook to engage with their audience of blue-collar boxing fans and make them an integral part of the match with their boxing hero Srisaket, as he defends his WBC super-flyweight champion title overseas. We took comments of support from boxing fans in M-150's fan page and embroidered them onto Srisaket's boxing robe, ensuring that both boxer and fans are together throughout the match.

Background

Situation M-150, the once undisputed energy drink leader in Thailand, was losing market share to competitors who were building engagement with blue-collar Millennials via sports sponsorships such as the FIFA World Cup. Objective Tapping on boxing, the national sport, to leverage M-150’s sponsorship of Srisaket as he defends his WBC super-flyweight champions title in California to strengthen brand love and engagement in order to win back market share among consumer via most popular social platform of Thais

Describe the creative idea (30% of vote)

Transforming fans into "keyboard warriors" powered by Facebook comments.   Gathering user-generated comments of support from all Thais to create an embroidered fight robe. So while no Srisaket fans will be in Inglewood, California; their words of comfort and spirit will be with him in the ring throughout the fight.

Describe the strategy (20% of vote)

Our target is mainly blue-collar 'fighters.' Hard workers devoted to the things they do and the ones they love. When it comes to boxing, they're always there to support ringside.   Unlike fans of other sports that tend to be more affluent, when a match takes place outside of Thailand, they're not able to be there for their heroes. They instead turn to Facebook, the largest online community for boxing fans, to show their support, with over 2.75x more engagement from the boxing community than the average Thai. Yet they often feel like their voices aren't heard during the match when it matters most, ultimately feeling disconnected from their heroes.   As a brand that champions fighters and their fighting spirit, we decided to turn the Facebook into a direct channel where the boxing community can be a part of Srisaket during his match in Inglewood, California.

Describe the execution (20% of vote)

Reaching our boxing fans on the channel, they are most active; Facebook.   We invited Srisaket fans to submit their words of support through the comment section on M150's Facebook page. In collaboration with world-renown Thai designer ASAVA, a new boxing robe was designed where all comment of support was embroidered into the robe. The robe was worn by Srisaket for the match in Inglewood ensuring the cheers of his fans are with him throughout the match.   The match was broadcasted live through M150's Facebook page, where fans can watch and keep sending their support during and after the match.

List the results (30% of vote)

Fans engaged with boxing like never before. - More than 1.2m views watch the match on Facebook LIVE cheering Srisaket within an hour. - More than 1m engagement with M-150's brand fan page. - Over 14M people reached, drove an additional 47% increased in page followers comparing non-campaign period. - 10X rose in overall comments compare to normal activities. - 100,000 fans sent their supports after match broadcasted. - 4% share growth, increased month on month.