KEYBOARD WARRIOR

TitleKEYBOARD WARRIOR
BrandM150
Product / ServiceM150
CategoryE06. Co-Creation & User Generated Content
EntrantFACEBOOK Singapore, SINGAPORE
Idea Creation FACEBOOK Singapore, SINGAPORE
Idea Creation 2 ADAPTER DIGITAL Bangkok, THAILAND
Production ADAPTER DIGITAL Bangkok, THAILAND

Credits

Name Company Position
Atawoot Wesaranurak Adapter Digital Founder / CEO
Chaiwat Onnaichati Adapter Digital Executive Social Director
Kanthorn Tetchacharoenphanich Adapter Digital Social Creative Group Head
Norasit Masrat Adapter Digital Social Senior Art Director
Suparat Padsada Adapter Digital Social Senior Copy Writer
Rattanaporn Komolwisit Adapter Digital Community Director
Nitcha Rattanathamawat Adapter Digital Executive Interactive Director
Akethana Pholphatthana Adapter Digital Senior Interactive Designer
Yosathorn Srirojanant Adapter Digital Account Director
Parichaya Chaengtamtham Adapter Digital Account Executive
Rapha Vasconcellos Facebook The Creative Shop VP, The Creative Shop
Rafael Guida Facebook The Creative Shop Head of South East Asia
Napapatch Kantasil Facebook The Creative Shop Creative Strategist, Thailand
Cynthia Agustina Facebook The Creative Shop Project Manager, South East Asia
Asawin Rojmethatawee Facebook Creative Agency Partner Creative Agency Partner
Wanrudee Siriwatwechakul Facebook Vertical Lead, Thailand
Natthiwan Rijana Facebook Client Partner
Nuttamon Tachapattarawat Facebook Client Solutions Manager
Sarun Ladawon Osotsapa Head of Brand Building M-150 - Energy Drink
Peerachai Chatsakdha Osotspa Head of Media and E-Commerce Channel

Background

Situation M-150 is an energy drink brand that helps people re-energize their motivation and strengthen their body and mind, the once undisputed energy drink leader in Thailand, was now losing market share to competitors who successfully tapped into consumer via sport sponsorships such as 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

Describe the creative idea

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 support and spirit will be with him in the ring throughout the fight.  

Describe the strategy

Our target are 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 tends 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

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.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. A post match video was also recorded live so fans could send their support and encouragement in real time.

List the results

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.

Links

Website URL