Why is this work relevant for Brand Experience & Activation ?

This work was a one-off event held during Songkran Festival to create direct brand experience and build brand engagement with target audience.

Background

MIB movie was first launched in 1997 followed by a few sequels. Twelve years after the latest sequel, a new one is to be launched in June 2019. With the Hollywood-scale production starring the world-famous Chris Hemsworth, the movie is bound to be a huge success. Unfortunately, due to its long absence, MIB movie has already lost its connection with the millennial and gen z who are the majority of Thai movie-goers. Sony Pictures Entertainment (Thailand) assigned us to promote Men In Black International movie to Thai audience. Our objectives are: 1) To reconnect Thai movie-goers with MIB movie 2) To create awareness and customer experience with MIB International movie

Describe the creative idea (20% of vote)

In the past, people recognized Men in Black from their iconic image of a guy in black suit and sunglasses. However, that iconic image has long lost its connection with the movie throughout those years of absence. Our idea is to re-create connection with the target and create awareness of the new MIB movie by letting them directly experience of the world where aliens are living among us just like in the movie. We chose to promote the movie during Songkran Festival when the streets are usually crowded and people, who want to standout among the crowd, come out to join the festival in different costumes. We define those who dress “uniquely” as the "aliens".

Describe the strategy (20% of vote)

Target: Male - Female, age 17 - 35 years old, nationwide. Insight #1: Thai millennials enjoy social events, however, what they enjoy more is to share their experience from social events on their social media. Insight #2: Songkran is a cultural festival that draws millions of tourists to Thailand and also Thailand’s most anticipated event for teenagers to working adults. Approach: We identified Songkran Festival as our strategic occasion to create MIB’s relevancy with Thai millennials. With the biggest and most participated event of Thailand’s that always attracted all media’s attention, we hijacked the moment of fun and togetherness to re-connect MIB movie with Thai millennials and gen z, expecting to ride on free PR of the festival.

Describe the execution (30% of vote)

The “MIB International: Millennials Invasion Blast” campaign was launched on April 14, 2019. We brought MIB’s plot into live by simulating the MIB agent’s alien search on Silom road, the heart of Songkran Festival. Under the blazing sun, a street team of 5 men, dressed in black suits and sunglasses, fully equipped with silver water guns just like in the movie, raided Silom road. Making their way through the crowded street, the troop searched for “aliens” or those who dress “uniquely” and shot them with the silver water guns. The troop created excitements and also drew attention from the media that were on standby for live broadcast all day. Silom road were buzzing with talks about MIB movie until dusk.

List the results (30% of vote)

Total passer-by in Silom during Songkran: 60,000 persons/day amplified to 1 million reach with free PR value of 2,000,000 THB After the campaign, search volume for MIB in Thailand went up by 83% towards the launch of the movie.