DEAR CLIENT, THANK YOU FOR CANCELLING OUR WORK

TitleDEAR CLIENT, THANK YOU FOR CANCELLING OUR WORK
BrandTCP
Product / ServiceTCP GROUP
CategoryG06. Breakthrough on a Budget
EntrantWUNDERMAN THOMPSON BANGKOK, THAILAND
Idea Creation WUNDERMAN THOMPSON BANGKOK, THAILAND
Production WUNDERMAN THOMPSON BANGKOK, THAILAND

Credits

Name Company Position
Park Wannasiri Wunderman Thompson Thailand Chief Creative Officer
João Braga Wunderman Thompson Thailand Chief Creative Officer
Thasorn Boonyanate Wunderman Thompson Thailand Executive Creative Director
Supalerk Silarangsri Wunderman Thompson Thailand Copywriter
Smach Chotitat Wunderman Thompson Thailand Art Director
Supanat Wachiralappaitoon Wunderman Thompson Thailand Copywriter
Rook Floro Wunderman Thompson Thailand Creative Group Head
Panupong Putong Wunderman Thompson Thailand Junior Art Director
Nuttawut Boonpan Wunderman Thompson Thailand Client Service Director
Tanyakorn Pratanporn Wunderman Thompson Thailand Account Manager
Aphesa Iamsakulpanit Wunderman Thompson Thailand Account Director
Jiroj Mechoojit Wunderman Thompson Thailand Executive Producer
Supatra Assawateppitak Wunderman Thompson Thailand Producer
Parattajariya Jalayanateja Wunderman Thompson Thailand Managing Director

Why is this work relevant for PR?

This DIY film, made on a laptop by Wunderman Thompson's ECD Thasorn Boonyanate, is a thank you to the client brand TCP for cancelling their biggest project of the year due to COVID-19. With zero production and media budget, the film instantly went viral, garnering 100K USD PR Value and +60% brand recognition for TCP. Several new clients later approached to work with Wunderman Thompson after seeing this clip. The clip became the most viewed work of 2020 on Campaign Asia as well as being spotlighted by 30 international publications which generated more free PR for the agency.

Background

When COVID-19 hit, many agencies in Thailand lost a lot of work, including Wunderman Thompson. One of the clients that canceled their campaigns was TCP beverage group. However, this was because their marketing budget was spent on pandemic aid for all Thai people instead, including testing machines, masks for the medical staff, and employee relief funds. Thasorn Boonyanate took notice of this fact and did what he could with his own wits, a laptop, and his Facebook account to turn this crisis into an opportunity for strengthening the agency's relationship with TCP.

Describe the creative idea (20% of vote)

Written, edited, and narrated entirely by Executive Creative Director Thasorn Boonyanate, this DIY film is a thank you letter to the client brand TCP for cancelling their biggest project of the year due to COVID-19. With the client's permission, he posted the clip on his own personal Facebook account.

Describe the PR strategy (30% of vote)

Even though TCP cancelled their brand campaign, they are still active with their CSR campaign: they imported the first COVID testing booths in Thailand, hired unemployed factory workers to produce masks, gave away beverage products for the medical staff, and more. They had cut their own branding budget to help Thai people in time of need, and this is going on unnoticed by consumers. Thasorn Boonyanate took notice of this fact and did what he could with his own wits, a laptop, and his Facebook account to turn this crisis into an opportunity for strengthening the agency's relationship with TCP.

Describe the PR execution (20% of vote)

Written, edited, and narrated entirely by Executive Creative Director Thasorn Boonyanate, this DIY film is a thank you letter to the client brand TCP for cancelling their biggest project of the year due to COVID-19. With the client's permission, he posted the clip on his own personal Facebook account. The film instantly went viral, garnering over 150k views and 3k shares plus +60% brand recognition and 100K USD PR value for TCP, all organic.

List the results (30% of vote)

The film instantly went viral, garnering over 150k views and 3k shares plus +60% brand recognition and 100K USD PR value for TCP, all organic. Aside from creating awareness and goodwill for TCP brand, several new clients approached to work with Wunderman Thompson after seeing this clip. Then, the clip became the most viewed work of 2020 on Campaign Asia as well as being spotlighted by 30 international publications which generated more free PR for the agency.

Links
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