Why is this work relevant for PR?

The previous messages above the line channels to public only created awareness but not "Conversation". In order to reach out to our target audiences, this campaign we created "Voice", leading to "Word of Mouth". Conversation happened again and again among our target audiences, creating Ripple Effect and impact among larger group of people. We executed the strategy once, communication/conversation happened hundred thousands of time.

Background

In Thai Culture, the beliefs of “children must respect their parents” and “woman should obey men” are deeply rooted in Thai people’s way of life. The straightforward speaking is sometimes perceived as aggressive and can lead to conflict among family and their loved ones. Therefore, many of the Thais prefer not to communicate, causing awkward moments. It’d be better to avoid by keeping the true feeling inside. Then that’s the beginning of relationship gap. There are the 4 major issues fusing uncomfortable feeling tension and among Thai people: 1. Appearance 2. LGBT 3. Relationship 4. Occupation

Describe the creative idea (20% of vote)

Coke’s newest marketing communication is a highly-emotional engagement campaign aiming at touching the teen’s hearts. “Emotion” is the driving force behind the making of “Open Heart, Get Closer” Campaign. Based on Thai culture, people normally create walls to each other. The true communication rarely exists even they are in the same family. So what should be said are left unsaid. Thai people’s awkward feeling needs to be changed to bridge the divides. This was where Coke’s Campaign came to encourage people to open heart, get closer.

Describe the strategy (30% of vote)

Our strategy was to put the issue of “Thai people not opening their hearts” on the national agenda and drive this among the Thai teens. The intent was to make the Thais feel that “opening their hearts” which seems to counteract Thai culture would instead create sense of comfort, leading to more talk and communication. A social media platform was used to reach the target audiences by “bombarding the real success story” taken from Thai people’s real moments in life and delivering the key message that “open your heart” does not always cause conflict.

Describe the execution (20% of vote)

Our PR launch journey began with the selected public icon, Celebrity who is a storyteller to bring the powerful content to life. Some hidden angles of him in his real-life story were portrayed as they match Coke’s “Open Heart, Get Closer” Campaign concept. They sentimentally aroused people to open their hearts. The journey was then expanded to reach wider target audiences through Twitter as it drove the thought-provoking “Open Your Hearts” conversation segmented in 4 areas of teen’s tension being on the top searches: Appearance / LGBT / Relationship / Occupation. Finally, the journey was intensified with the bombardment of KOL’s real life story content throughout social media platform. This yielded the massively successful result as the User Generated Content (UGC) was widespread through #ยิ่งเปิดใจยิ่งใกล้กัน. With great interest, several media and publishers admiringly mentioned and wrote about the Campaign on their channels.

List the results (30% of vote) – must include at least two of the following tiers:

The campaign encouraged most people to dare to open their hearts with their family and loved ones more. The success of “Open Heart, Get Closer” Campaign was proven by 4.4 overall brand love score which is the highest score ever of Coca-Cola Thailand and also highest ever at 3.8 of brand love score in Bangkok area with 99% Positive sentiment from social conversation, making Coke's brand love score way ahead of its competitors. Within a short period of time, the Campaign received a final PR Value of THB 40 Million. Thanks to the massive positive feedback, #ยิ่งเปิดใจยิ่งใกล้กัน which becomes an organic top twitter trend.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

Based on Thai culture, people normally create walls to each other. The true communication rarely exists even they are in the same family. So what should be said are left unsaid. Thai people’s awkward feeling needs to be changed to bridge the divides. This was where Coke’s Campaign came to encourage people to open their hearts to get closer.