Title | KEYBOARD WARRIOR |
Brand | M150 |
Product / Service | M150 |
Category | E06. Co-Creation & User Generated Content |
Entrant | FACEBOOK Singapore, SINGAPORE |
Idea Creation | FACEBOOK Singapore, SINGAPORE |
Idea Creation 2 | ADAPTER DIGITAL Bangkok, THAILAND |
Production | ADAPTER DIGITAL Bangkok, THAILAND |
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 | Vertical Lead, Thailand | |
Natthiwan Rijana | Client Partner | |
Nuttamon Tachapattarawat | Client Solutions Manager | |
Sarun Ladawon | Osotsapa | Head of Brand Building M-150 - Energy Drink |
Peerachai Chatsakdha | Osotspa | Head of Media and E-Commerce Channel |
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
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.
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.
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.
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.