LONELY RAMBUTAN

Short List
TitleLONELY RAMBUTAN
BrandMALEE GROUP PUBLIC COMPANY LIMITED
Product / ServiceMALEE CAN FRUIT
CategoryA01. Food / Drink
EntrantWUNDERMAN THOMPSON BANGKOK, THAILAND
Idea Creation J. WALTER THOMPSON BANGKOK, THAILAND
Media Placement MEDIACOM Bangkok, THAILAND
Production THE FILM FACTORY Bangkok, THAILAND
Production 2 WHITELIGHT POST Bangkok, THAILAND
Production 3 WILD AT HEART Bangkok, THAILAND

Credits

Name Company Position
Joao Braga J. Walter Thompson Bangkok Chief Creative Officer
Park Wannasiri J. Walter Thompson Bangkok Executive Creative Director
Sorasak Songnapawuttikul J. Walter Thompson Bangkok Creative Director
Nuttawee Pisanprechatam J. Walter Thompson Bangkok Senior Art Director
Vasinee Poungngern J. Walter Thompson Bangkok Senior Copywriter
Varissara Vongsakul J. Walter Thompson Bangkok Copywriter
Nutthapong Wannakovit J. Walter Thompson Bangkok Client Service Director
Sathita Umpha J. Walter Thompson Bangkok Account Director
Pitcha Sinkanaruk J. Walter Thompson Bangkok Account Manager
Nicha Piriyahong J. Walter Thompson Bangkok Strategic Planner
Supatra Assawateppitak J. Walter Thompson Bangkok Agency Producer
Poj Pitakjamnong The Film Factory Film Director
Varayu Rukskul The Film Factory Associate Director
T-Thawat Taifayongvichit The Film Factory Director of Photography
Toey Jaruvateekul The Film Factory Art Director
Rewat Vorarat The Film Factory Executive Producer
Araya Suvetwattanakul The Film Factory Film Producer
Natchuda Pho-on The Film Factory Production Manager
Chutimon Lertvanitchkijkul The Film Factory Casting Team
Pattera Puttisuraseat The Film Factory Make-Up Artist
Thiptaree Chenaputtakun The Film Factory Hair Stylist
Visa Kongka The Film Factory Costume Stylist
Julladit Prasertchaiwanich The Film Factory Location Manager
Chaloem Phidphad The Film Factory Gaffer
Harin Paesongthai White Light Post Co., Ltd Editor
Marut Sangsa-ngasri White Light Post Co., Ltd Post Producer
Chaitawat Thrisansri White Light Post Co., Ltd Colorist
Rittee Joel Srichanwongse Wild at Heart Music Composer
Peerawit Srianuwatphong Wild at Heart Score Mixer
Parnthep Puranasukon Wild at Heart Sound Engineer
Kanin Upanun Wild at Heart Assistant Sound Engineer
Kamonchanok Wattanataree MediaCom Thailand Media Planning Manager
Nuttawat Temcharoenmark MediaCom Thailand Digital Media Senior Planner
Natsha Chaikajonsiri MediaCom Thailand Digital Buying Manager
Thitiphong Soontorntumrong MediaCom Thailand Media Planning Manager
Phithan Benchasirirot J. Walter Thompson Bangkok Art Director

Background

One of the biggest fruit manufacturers in Thailand, Malee has been selling canned fruits for over 40 years. Although people love it, they only buy it on special occasions. That means a canned fruit can sit lonely on a shelf for over 360 days a year. How do we change behavior and bring canned fruit into people’s daily lives?

Describe the creative idea

By personifying the canned fruit itself, we took it from the sad and lonely shelf to the hearts and routines of Thai people. #LonelyRambutan

Describe the strategy

To create new occasions and increase consumption of a highly seasonal product, we chose to dramatize the life of our canned fruit, sitting lonely on a shelf for over 360 days a year. Research shows us there are 26.7 million people feeling lonely in Thailand alone. 44.8% of them are social media addicts which is precisely where the lonely rambutan came to life online, charming its way through multiple platforms to fulfill every loner’s dream: to become a popular social media persona.

Describe the execution

The Lonely Rambutan first came to life on a web film where it played the leading role in a Wong Kar-Wai inspired platonic love story. After 10 million views on YouTube, it was still feeling lonely so it went on Facebook. It checked-in at lonely events, tried a “free hug” experiment, even went live in the shower on a lonely Saturday night. It’s popularity soon started growing and #LonelyRambutan trended as catchword for loneliness on Twitter. It then joined Tinder, getting more than a 1,000 matches in just a few days. Every match led to an appointment at nearest 7-11 – where a Malee canned fruit was eagerly waiting at the shelf.

List the results

10 Million views on YouTube #LonelyRambutan was retweeted over 60,000 times
 1,000+ matches in Tinder 3M+ engagements 47M+ impressions 20% sales growth within first month.

Links
Video URL