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 2018. 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 platform of Thais

Describe the creative idea

Transforming fans into "keyboard warriors", creating an embroidered fight robe powered by their comments. Gathering support for the fight from all Thais. While no Srisaket fans will be in Inglewood, California; millions will be cheering for him all the way from Thailand.  

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. They instead turn to Facebook -the most active social platform & the largest online community for boxing fans, to show their support, with over 2.75x more engagement from the boxing community than the average Thai. Yet they often feel like their voices aren’t heard during the match when it matters most. As a brand that champions fighters and their fighting spirit, we decided to turn the platform with the mission is to bring the world closer together, into a direct channel where the boxing community can be there for Srisaket.

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. In collaboration with world renown Thai designer ASAVA, a new boxing robe was designed where all comments of support was embroidered into the robe. 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 and Workpoint (FB's media partnership), where fans can watch and keep sending their support during and after the match. (*Facebook is the most active social platform in Thailand (75%), ranking No.1, taking the top spot in front of Youtube, LINE and Twitter (Hootsuite - We Are Social - 2018.)

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.