Title | LEANING TOWER OF BLACK KOALA’S MARCH |
Brand | THAI LOTTE |
Product / Service | KOALA’S MARCH COCOA VANILLA |
Category | A06. Co-Creation & User Generated Content |
Entrant | DENTSU ONE (BANGKOK), THAILAND |
Idea Creation | DENTSU ONE (BANGKOK), THAILAND |
Media Placement | DX MATRIX THAILAND Bangkok, THAILAND |
Production | ULTRA BEAR FILMS Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Subun Khow | Dentsu One (Bangkok) | Chief Creative Officer |
Kongpope Siriwattanagarn | Dentsu One (Bangkok) | Creative Director |
Kongpope Siriwattanagarn | Dentsu One (Bangkok) | Copywriter |
Subun Khow | Dentsu One (Bangkok) | Copywriter |
Tanachai Sutthisareesakul | Dentsu One (Bangkok) | Art Director |
Nattanyaporn Jiragoontansiri | Dentsu One (Bangkok) | Art Director |
Monnarath Thanasai | Dentsu One (Bangkok) | Agency Producer |
Kenji Yano | Dentsu One (Bangkok) | Account Management Director |
Pratyaporn Thongklieng | Dentsu One (Bangkok) | Account Director |
Nattanit Buranaosot | Dentsu One (Bangkok) | Account Executive |
Tanpisut Sophonratana | Dentsu one (Bangkok) | Planner |
Suthipong Klummanee | Ultra Bear Films | Director |
Chanat Chukitpongsapak | Dentsu One | Editor |
Witoon Boonma | Ultra Bear Films | Cinematographer/D.O.P |
Chutirat Thianphichet | Ultra Bear Films | Production Producer |
Abhisith Paekiattiwong | Thailand | Editor |
Thai teens love fun challenges. To make the launch of Koala’s march to be successful, we need to give them what they love, an experience that is entertaining and challenging. Also this entertainment experience will create an opportunity for other teens to attempt the challenge
Koala’s March, a Japanese biscuit brand in Thailand wants to launch its new flavour ‘Black Koala’s March.’ For this campaign, we want to shift the focus from our core target which is moms and kids to teens. How can we make teens interested in our campaign , talk about and buy our new product?
Since teens love fun challenges, we decided to give them a challenge they love. ‘The Leaning Tower of Black Koala’s March’, a campaign that challenges teens to tilt Black Koala’s March.
A snack is a tough market in Thailand. Since it is a launch of new product we need to give teens more than just an awareness. We know that Thai teens love fun challenges, so we use this launch as a challenge from Black Koala’s March to teens countrywide.
The campaign challenges teens through a video clip of our admin tilting the Black Koala’s March on Facebook. Influencers embraced the challenge. They tried to tilt the box and posted clips on social media. Then the challenge went viral. Many teens tried it, some of them even analyzed how Black Koala’s March can be tilted.
The campaign’s hashtag (#เอียงได้โลกต้องรู้) reached No. 1 on Twitter. Many teens posted their trying to tilt Black Koala’s March on their social network . Some of them even posted their analysing how Black Koala’s March can be tilted. The Leaning Tower of Black Koala’s March got 42 million impressions, and made total brand sales increase by 116%. It’s pretty clear that teens love our challenge and that leads them to try our product.