LEANING TOWER OF BLACK KOALA’S MARCH

TitleLEANING TOWER OF BLACK KOALA’S MARCH
BrandTHAI LOTTE
Product / ServiceKOALA’S MARCH COCOA VANILLA
CategoryA01. Food / Drink
EntrantDENTSU ONE (BANGKOK), THAILAND
Idea Creation DENTSU ONE (BANGKOK), THAILAND
Media Placement DX MATRIX THAILAND Bangkok, THAILAND
Production ULTRA BEAR FILMS Bangkok, THAILAND

Credits

Name Company Position
Subun Khow Dentsu One (Bangkok) Chief Creative Officer
Kongpope Siriwattanagarn Dentsu One (Bangkok) Creative Director
Kongpope Siriwattanagarn Dentsu One (Bangkok) Copywriter
Subun Khow Dentsu One (Bangkok) Copywriter
Tanachai Sutthisareesakul Dentsu One (Bangkok) Art Director
Nattanyaporn Jiragoontansiri Dentsu One (Bangkok) Art Director
Monnarath Thanasai Dentsu One (Bangkok) Agency Producer
Kenji Yano Dentsu One (Bangkok) Account Management Director
Pratyaporn Thongklieng Dentsu One (Bangkok) Account Director
Nattanit Buranaosot Dentsu One (Bangkok) Account Executive
Tanpisut Sophonratana Dentsu one (Bangkok) Planner
Suthipong Klummanee Ultra Bear Films Director
Chanat Chukitpongsapak Dentsu One Editor
Witoon Boonma Ultra Bear Films Cinematographer/D.O.P
Chutirat Thianphichet Ultra Bear Films Production Producer
Abhisith Paekiattiwong Thailand Editor

Why is this work relevant for Brand Experience & Activation ?

Thai teens love fun challenges. To make the launch of Koala’s march to be successful, we need to give them what they love, an experience that is fun and quite challenging, but not too hard to achieve it. Through this experience, it will create an opportunity for teens to show to their friends and the social network. Since it’s a new product launch, we intend to set our product in the centre of this experience.

Background

Koala’s March, a Japanese biscuit brand in Thailand wants to launch its new flavour ‘Black Koala’s March.’ For this campaign, we want to shift the focus from our core target which is moms and kids to teens. How can we make teens interested in our campaign , talk about and buy our new product?

Describe the creative idea (20% of vote)

Since teens love fun challenges, we decided to give them a challenge they love. ‘The Leaning Tower of Black Koala’s March’, a campaign that challenges teens to tilt Black Koala’s March.

Describe the strategy (20% of vote)

A snack is a tough market in Thailand. Since it is a launch of new product we need to give teens more than just an awareness. We know that Thai teens love fun challenges, so we use this launch as a challenge from Black Koala’s March to teens countrywide.

Describe the execution (30% of vote)

The campaign challenges teens through a video clip of our admin tilting the Black Koala’s March on Facebook. Influencers embraced the challenge. They tried to tilt the box and posted clips on social media. Then the challenge went viral. Many teens tried it, some of them even analyzed how Black Koala’s March can be tilted.

List the results (30% of vote)

The campaign’s hashtag (#เอียงได้โลกต้องรู้) reached No. 1 on Twitter. Many teens posted their trying to tilt Black Koala’s March on their social network . Some of them even posted their analysing how Black Koala’s March can be tilted. The Leaning Tower of Black Koala’s March got 42 million impressions, and made total brand sales increase by 116%. It’s pretty clear that teens love our challenge and that leads them to try our product.