TIME HIGHLIGHTER

TitleTIME HIGHLIGHTER
BrandPENTEL (THAILAND) CO.,LTD.
Product / ServicePENTEL
CategoryC03. Use of Social Platforms
EntrantOGILVY Bangkok, THAILAND
Idea Creation OGILVY Bangkok, THAILAND
Production BOB EYE VIEW STUDIO Bangkok, THAILAND
Production 2 HOGARTH THAILAND Bangkok, THAILAND
Production 3 MOTION BLUR Bangkok, THAILAND

Credits

Name Company Position
Nopadol Srikieatikajohn Ogilvy Group Thailand Chairman
Wisit Lumsiricharoenchoke Ogilvy Group Thailand Group Executive Creative Director
Andrew Chu Ogilvy Group Thailand Executive Creative Director
Denchai Kheereerak Ogilvy Group Thailand Creative Director
Gumpon Laksanajinda Ogilvy Group Thailand Creative Director
Asawin Tejasakulsin Ogilvy Group Thailand Creative Group Head
Panin Mukdapitak Ogilvy Group Thailand Senior Art Director
Katunyoo Thongtip Ogilvy Group Thailand Art Director
Pakorn Siripol Ogilvy Group Thailand Copywriter
Visaya Sosothikul Ogilvy Group Thailand Copywriter
Nanut Thanapornrapee Ogilvy Group Thailand Copywriter
Kris Spindler Ogilvy Group Thailand Senior English Copywriter
Gailwakin Munkongsupaleark Ogilvy Group Thailand Associate Production
Kwanmada Tongton Ogilvy Group Thailand Group Business manager
Prathana Phoolsawas Ogilvy Group Thailand Social Media Planning Manager
Krittanat Naksomsong Ogilvy Group Thailand Senoir Account Manager
Chutapa Trikutapan Ogilvy Group Thailand Account Manager
Jiravara Virayavardhana Ogilvy Group Thailand Managing Director
Thitima Liangpanich Ogilvy Group Thailand Business Director
Arida Jaisook Ogilvy Group Thailand Communications Director
Achita Siripotjanakul Ogilvy Group Thailand Communications Associate
Haripol Prayoonrat Ogilvy Group Thailand Planner
Pongsakorn Ungaram Ogilvy Group Thailand Group Strategy Director
Sasipa Mongolnavin Ogilvy Group Thailand Strategy Planning Director
Wankamon Janhajak Ogilvy Group Thailand Senior Associate Strategy
Pinyada Napathorn Ogilvy Group Thailand Assistance, Strategy
Motion Blur, Bangkok Motion Blur, Bangkok Post Production
Horgarth Thailand Horgarth Thailand Post Production
Kan Weracharoen Motion Blur, Bangkok Editor
Nuntawan Kongkariyasub Horgarth Thailand Junior Producer
Tanadon Hosathitam Horgarth Thailand Sound Mixer
Noppadol Ninratanabunpot Ogilvy Group Thailand Photographer
Weerasak Namuang Bob Eye View Studio Co., Ltd. Assistance Photographer
Suttawee Kaewlarksee Bob Eye View Studio Co., Ltd. Assistance Photographer
Navarattana Donkort Bob Eye View Studio Co., Ltd. Executive Producer
Arisa Denchaipradit Bob Eye View Studio Co., Ltd. Producer

Why is this work relevant for Direct?

This work aims to create a meaningful relationship with target audience 16-24 years old. 99.60% of Gen Y and Z in Thailand say that YouTube is their preferred platform, where they spend 2.4 hours per day searching for new content. They also always look for shortcuts to find the best timings and content for each clip. Pentel, a stationery brand with the goal of enabling people to ‘Discover the Best,’ chose YouTube as the platform to highlight the ‘Best Time’ of various videos and directly deliver the best content to the right consumer on the right platform.

Background

Pentel’s primary target, younger Thais, use YouTube as their primary platform when searching for new content about education, gadgets, beauty, music, travel and gaming. This behavioral shift was a challenge for Pentel to find a way to create a relationship with its consumers outside of brick and mortar stores and stay relevant to these digital natives. Apart from staying true to their customers, Pentel needed to stay true to itself by upholding the belief: creating tools that enable people everywhere to highlight and express ideas and facilitate them to ‘Discover the best,’ even online and in a fast-paced world. The objective was to create a direct relationship with the target by expanding Pentel’s role beyond offline and creating tools that enable them to ‘Discover the best’ on their favorite and most used social platform.

Describe the creative idea (30% of vote)

The ‘Pentel Time Highlighter’ was born from the brand vision ‘Discover the best’. To help the brand share the same meaning offline and online, the idea was to turn the traditional highlighter pen that helps highlight the best, meaningful content into an innovative, digital work to meet the target’s new online demands. Pentel created the ‘Pentel Time Highlighter’ YouTube account to be the online companion helping our target audience discover highlights on almost 1,000 YouTube videos. We highlighted the best timings for the most interesting content on each clip through YouTube’s Time Stamps. Viewers can then immediately skip to the best parts by looking for Pentel Time Highlighter time stamps in the comment section. Because of its usefulness Pentel’s time stamps are often the most liked comment, helping Pentel create maximum impact on zero media budget.

Describe the strategy (20% of vote)

From ETDA 2018, 99.60% of Thai Gen Y and Z say that YouTube is their preferred platform for new entertainment (51%) and how-to (33%) content covering gadget reviews, game casting, travel reviews, beauty how-to, and education. However, our target audience has been impacted by the digital era in their way of learning; they are more impatient discovering the best content because, on average, Thai viewers drop-off after watching 17 minutes. ‘Pentel Time Highlighter’ helps YouTube viewers to ‘Discover the Best Time’ by creating a meaningful relationship with consumers by delivering the best content on the right platform. Moreover, Pentel was able to hijack advertising space on Youtube by turning the comments section into advertising space to further raise awareness among viewers

Describe the execution (20% of vote)

With the aim of forming a closer relationship with the target, this work has strategically and insightfully shifted the brand from a physical highlighter into an active companion that helps consumers discover the best content by highlighting the times through time stamps in the comments section. The idea is executed on the consumer insight that young consumers tend to first read the highlighted comments when visiting a clip. It also made the comments section a place where consumers can spontaneously interact with the brand and forms a meaningful relationship. The campaign ran for 2 months, March to May 2019, and has highlighted the ‘Best time’ for almost 1,000 videos that was insightfully selected from the target’s interests in 7 categories: Gadget reviews, Gaming, Travel, Beauty How-to, Inspiration, Education and Podcasts

List the results (30% of vote)

The campaign received very positive results refecting how this campaign became so meaningful to consumers. We received almost 1,400 likes on our time stamp comments. These organically earned numbers made Pentel’s time-stamps the top comment on 500+ videos. The campaign received mentions on Twitter with a hashtag #เจออีกแล้ว (#WeMeetAgain) which organically ranked no.1 trend on Twitter. The top comments on Youtube and the trend on Twitter were eventually turned into the brand’s advertising space with 110M+ Impressions and 2.3M+ Engagements. These costless impacts the campaign obtained equals to THB10M+ media value. The talk spreading across platforms showed the effectiveness of how Pentel’s campaign created awareness among young Thais, the primary users of the platforms and potential customers of the brand. Most importantly, Pentel, a stationery brand, was able to create impactful relationships with consumers in the digital world with zero media budget on a competitive channel like YouTube.

Links

Social Media URL