Why is this work relevant for Entertainment?

“twenty two years 6oal” is a story about a group of young Thais, all about to graduate from university. They’re trapped in a space, like they’re being punished for not having clear goals. The main girl then realised the more she distills her thoughts, the clearer it becomes. To talk to young people, the story is filled with pop culture reference, film and music, their dreams of becoming influencers, meeting Mr. Right… All told in the way young Thais talk, their aspirational dreams, how they live, their interests… it’s everything they love and relate to.

Background

In Thailand, vodka is seen as a hip party drink. Kulov is a local vodka brand that’s superior in clarity and quality for its 6 times distillation. However, we cannot talk about the product quality directly due to strict Thai laws on alcohol advertising.

Describe the creative idea

Distill 6 times for better clarity. When you need to figure something out, especially when it’s a life defining decision, you better have more clarity.

Describe the strategy

Since we can’t talk about the product quality directly, we tie it in with a common social insight. As a traditional society, most Thais live with their parents at home all their lives, no matter their age. Thai families are tight knit units and most parents want their children to finish university. In turn, children get a lot of pressure from parents and relatives on their life goals (how to succeed in society), especially when they’re closer to graduating. This pressure is even more obvious during Covid times, as people are stuck at home, can’t travel or study abroad. The more you distill your thoughts (6 times), the better clarity you'll have.

Describe the execution

This is a story about a group of young Thais, all about to graduate from university. They’re trapped in a space, like they’re being punished for not having clear goals. The main girl then realised the more she distills her thoughts, the clearer it becomes. The story is filled with pop culture reference, told in the way young Thais talk, their aspirational dreams, how they live, their interests… everything they love and relate to.

Describe the outcome

Now everyone knows Kulov is 6 times distilled, superior in clarity. Brand awareness increased by 71%. Kulov has surpassed all 3 main competitors in sales to become No.1 vodka in Thailand. The film has racked up +10 million views and over 50k shares and likes within one week. After a while, as the film got more views on YouTube, other pre-roll ads started appearing in front of our ad. Making it clear that it’s become popular entertainment content on the channel. + 807k total engagement 71% brand awareness +10MM views 50k shares and likes 63% increase in sales No.1 vodka in Thailand