| Title | LONELY RAMBUTAN |
| Brand | MALEE GROUP PUBLIC COMPANY LIMITED |
| Product / Service | MALEE CAN FRUIT |
| Category | G04. Social Behaviour & Cultural Insight |
| Entrant | WUNDERMAN 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 |
| 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 |
| Phithan Benchasirirot | J. Walter Thompson Bangkok | 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 |
This campaign was essentially an online activation where consumers experienced the personification of Malee’s canned fruit. From online film to every social media platforms, users were charmed by the #LonelyRambutan and engaged like never before with someone who was, after all, just a simple, inanimate canned fruit.
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?
By personifying the canned fruit itself, we took it from the sad and lonely shelf to the hearts and routines of Thai people. #LonelyRambutan
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.
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.
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.
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.