Short List
Product / ServiceTOP CHAROEN
CategoryG01. Local Brand


Name Company Position
Joao Braga Wunderman Thompson Thailand Chief Creative Officer
Park Wannasiri Wunderman Thompson Thailand Chief Creative Officer
Sorasak Songnapawuttikul Wunderman Thompson Thailand Group Creative Director
Varissara Vongsakul Wunderman Thompson Thailand Copywriter
Phithan Benchasirirot Wunderman Thompson Thailand Art Director
Nutthapong Wannakovit Wunderman Thompson Thailand Client Service Director
Sathita Umpha Wunderman Thompson Thailand Account Director
Pitcha Sinkanaruk Wunderman Thompson Thailand Account Manager
Jiroj Mechoojit Wunderman Thompson Thailand Executive Producer
Supatra Assawateppitak Wunderman Thompson Thailand Agency Producer

Why is this work relevant for Media?

In Thailand, all optician stores have to advertise in major media; broadcast television, out-of-home and, online media. For over 60 years, Top Charoen has a close relationship with people in communities of more than 2,000 branches nationwide. The best use of media to reach most people is through outdoor media where they live, which shows them that Top Charoen sees life behind the glasses and has always been one with the communities.


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 / insights (30% of vote)

Introducing “Life behind the glasses” For over 60 years, Top Charoen optician store has been with the community for more than 2,000 branches. People of the local community are the heart of our brand. So 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

Please tell us about the brand in relation to the locality or market where the product / service is distributed

Top Charoen optician stores, the center of eyeglasses and all types of eye-related products that were selected from all over the world, to match the lifestyles of different customers in various groups, comes with the “ONE-STOP SERVICE,” professional service, professional experience that is convenient and fast, combined with modern technology and the only world-famous brand eyewear center with more than 2,000 branches serving customers covering every audience in Thailand.


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