|Title||LIFE BEHIND THE GLASSES|
|Product / Service||TOP CHAROEN|
|Category||G01. Local Brand|
|Entrant||WUNDERMAN THOMPSON BANGKOK, THAILAND|
|Idea Creation||WUNDERMAN THOMPSON BANGKOK, THAILAND|
|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|
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.
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.
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.
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.
Despite covid-19, store visits +53% per day, compared to the same period the year before
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.