Why is this work relevant for Entertainment?

It is a marketing campaign that is not focused on advertising, but rather raw storytelling. At the core of our story are the local people, legends and the next generation of Thais growing up in a happy and peaceful enviroment, united with the rest of the world though football. Local football legend, Whittaya Laohakul, narrateshis story an motivates the next generation. An expert of every life in Thailand that brings the local culture closer to a global audience.

Background

Thailand is a focus market with highly passionate people about football. The objectibe was to find a common ground betrween two cultures who are united by the word game, to ensure the camaign´s relevance for the local market. Through its sistainable 360° approach, this campaign does not only telll a story though content, but also focuses on giving back to the community through inviting 2 lucky winners on a trip of a lifetime for an unforgettable gootball experience. A user generated content campaign inviting fans tro share their most memorable fooball moment through a video or phote using the campaign hashtag, made for an interactive campaign and over 500 entries which the best one was awared for.

Describe the creative idea

Everyone´s dream starts somwhere. Memories, moments and dreams are created by football and unite cultures and cocieties. The story is narrated by a local legend and is supposed to be powerful in order to give purpose and motivatin to the next genertion.

Describe the strategy

Digital content launch in Thailand with 3x partners, 2 lockal ambassadors and 13x local media outlets. Followed by a user generated content campaign inviting fans to share their most memorable football moment though a video or photto for a chance to win and experience of a lifetime. The goal was to receive high quality submissions, letting the audience´photo for a chance to win an axperience of a lifetime. The goal was to receive high quality submissions, letting the audience´creativity run free.

Describe the execution

Local content choot in Thailand, digital and PR activation withlocal broadcast and content partners, local ambassadors and additional local media outlets. UGC campaign and sweepstakes that resulted in over 500 campaign entries from which two lucky swinners were given a trip of a lifetime. Timeline: Campaigns runtime November 2018, winner trip March 2019 Placement: Fox Sports Asia, PPTV Theiland, Siamsport, Goal Thailand, Ejeab, 442 Thailand, Sonram Theappitak, Pongpisut Pue-On Submissions includes fan and brand elements. Captions with experience and personal feelingl. Some of them able to show the story of the fan with the bvrand. Caale: Reacj: 5,8 million, video views 2.7 million

Describe the outcome

Scale: Reach: 5,8 million, video views: 2,7 million Engagement: likes,shares, comments: 75000 UGC entgries: 500+