Why is this work relevant for Direct?

Boxing is M-150’s key sports platform in connecting with their consumer. These boxers represents a dream that, one where someone who came from nothing can one day make it with the right amount of dedication and so they want to be a part of that support for their heroes. M-150 overcame this problem by taking comments from fans on M-150’s brand page and embroidering them onto their hero’s robe, making fans feel like they are communicating with their hero and making the boxer feel like they are not alone for the fight.

Background

Situation: M-150, the once undisputed energy drink leader in Thailand, was losing market share to competitors who were building engagement with 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 by user generated content on 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. This leaves them feeling disengaged from the fight, and the boxers feeling all alone.   As a brand that champions fighters and their fighting spirit, we decided to turn Facebook, the platform with the mission to bring the world closer together, into a direct channel where the boxing community can be there for Srisaket during his match in Inglewood, California.

Describe the execution (20% of vote)

Turning digital voices of support into a physical boxing robe. We invited Srisaket fans to submit their words of support through the comment section on M150’s Facebook page. 10X higher comments compared to previous campaigns were submitted, and were then grouped together based on the content of the message. The best comments were then picked to be embroidered onto Srisakets boxing robe, designed in collaboration with world renowned Thai designer ASAVA. The robe was then worn by Srisaket for the match in Inglewood, ensuring that the cheers of his fans are with him throughout his match. The match was broadcasted live through M150’s Facebook page, where over 1.2 million fans watched and cheered for Srisaket live. Finally, a post match video was broadcasted live through the M150 fan page so fans could send their support and encouragement in real time.

List the results (30% of vote)

Fans engaged with boxing live broadcast 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.