Why is this work relevant for Direct?

Life behind the glasses, by using the stories of the real consumer in the community. People in outdoor media are real people, actual occupation in that community. So, each community will have different portraits of people. Diversity from Outdoor media has become open-air galleries with an attached QR code for people to scan and see the story and the map to locate other murals that people can visit.

Background

With over 2,000 branches across Thailand, Top Charoen has been everyone’s local optician store. But with the expansion of e-commerce, and fancier stores popping up in every shopping mall, we had to dial-up what some thought was our weakness: our connection with every local community.

Describe the creative idea (30% of vote)

“Life behind the glasses” Instead of hiring celebrities, we celebrated our neighbors, the real consumer who has used our product and service in each branch.

Describe the strategy (20% of vote)

We turn our weakness into opportunity. We’ve been with our consumer’s eyes for over 60 years, and we use their stories and the connection we have with the local community as our strength.

Describe the execution (20% of vote)

We hired street photographers to register our local communities and their daily lives, then brought them into our stores. They then became open galleries, where QR codes would lead people to a microsite where they could listen to each individual story and locate other murals around the neighborhood. An integrated campaign followed suit on TV and other digital channels, celebrating our neighbors across the country.

List the results (30% of vote)

Despite covid-19, store visits +53% per day, compared to the same period the year before