Why is this work relevant for Direct?

Sangsom SAVES Sangsom. The campaign that ‘Sangsom’ Thai rum brand helps promote every ‘Sangsom’ named business on SangSom owned social instead of doing our own ad.

Background

‘Sangsom’ which means ‘Full Moon’ in Thai, is one of the most generic name for local businesses. From Sangsom Street Food, Sangsom Noodle Shop, Sangsom Barber, Sangsom Market, to Sangsom Tour Bus and more But the only Sangsom that Thai people know by heart is ‘Sangsom’ Thai Rum Brand.As the Pandemic hit the locals hard..It is time for the most famous ‘Sangsom’ name to save others.

Describe the creative idea (30% of vote)

SangSom Saves SangSom ‘Sangsom’ Thai rum brand Helps promote every ‘Sangsom’ named business.

Describe the strategy (20% of vote)

Sangsom SAVES Sangsom. The campaign that ‘Sangsom’ Thai rum brand Helps promote every ‘Sangsom’ named business to shine. Instead of doing our own ad. 1. Create ads for every local ‘SangSom’, just like our big ad. 2. Pay for media boost to the right target & location. 3. Reach mass target nationwide.

Describe the execution (20% of vote)

We help promote every SangSom named business on our own social platform: Facebook, pay for media boost to hit the right target and location. The campaign run for the whole month and helps over 20 businesses names SangSom.

List the results (30% of vote)

This time, all SangSom wins! ● BRAND VISIBILITY + 3.50 M ● ENGAGEMENT + 360 K ● TRAFFIC + 125% ● FREE MEDIA EARNED +3.35M The name ‘Sangsom’ became a national hype. The campaign does not only saves ‘SangSom' local businesses but increases every ‘SangSom' awareness, literally.

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

‘Sangsom’ which means ‘Full Moon’ in Thai, is one of the most generic name for local businesses. From Sangsom Street Food, Sangsom Noodle Shop, Sangsom Barber, Sangsom Market, to Sangsom Tour Bus and more But the only Sangsom that Thai people know by heart is ‘Sangsom’ Thai Rum Brand. As the Pandemic hit the locals hard..It is time for the most famous ‘Sangsom’ name to save others.