SONGKRAN STRANGER - TIKTOK INTERACTIVE FILM

Short List
TitleSONGKRAN STRANGER - TIKTOK INTERACTIVE FILM
BrandTIKTOK
Product / ServiceTIKTOK
CategoryD01. Co-Creation & User Generated Content
EntrantWUNDERMAN THOMPSON Bangkok, THAILAND
Idea Creation WUNDERMAN THOMPSON Bangkok, THAILAND
PR VERVE PUBLIC RELATIONS CONSULTANCY Bangkok, THAILAND
Production PHENOMENA CO. Bangkok, THAILAND

Credits

Name Company Position
Park Wannasiri Wannasiri Wunderman Thompson Chief Creative Officer
Thasorn Boonyanate Wunderman Thompson Executive Creative Director
Rook Floro Wunderman Thompson Creative Group Head
Smach Chotitat Wunderman Thompson Art Director
Nonthapat Cholavit Wunderman Thompson Creative
Kanokwan Kaewkern Wunderman Thompson Digital Producer & Project Manager
Jiroj Mechoojit Wunderman Thompson Production Director
Jiraporn Channawach Wunderman Thompson Producer
Pichamon Karnchanaphoosakit Wunderman Thompson Associate Planning Director
Siwakorn Seetaraso Wunderman Thompson Strategic Planner
Pornthip Sarika Wunderman Thompson Influencer Relations Supervisor
Vichien Techabunyat Wunderman Thompson Managing Partner
Jirasak Jantharavithid Wunderman Thompson Senior Account Director
Rynrada Pisawongprakarn Wunderman Thompson Account Director
Pattaranun Deesonthichot Wunderman Thompson Account Manager
Rong Soralamp PHENOMENA CO. SCREENPLAY & DIRECTOR
Chaianan Soijumpa PHENOMENA CO. SCREENPLAY & DIRECTOR
Pasit Tandaechanurat PHENOMENA CO. DIRECTOR OF PHOTOGRAPHY
Sucheera Kaewngam PHENOMENA CO. EXECUTIVE PRODUCER
Suteera Pummaneekorn PHENOMENA CO. PRODUCER
Kawita Nunthakunatip PHENOMENA CO. PRODUCTION MANAGER
ATTHAPON KAKKAEW PHENOMENA CO. ART DIRECTOR
Naroupat Pintakhum PHENOMENA CO. CASTING DIRECTOR
Chaninart Sangrawee PHENOMENA CO. POST PRODUCER
Duriyin Nadesuwa PHENOMENA CO. Editor

Why is this work relevant for Entertainment?

This piece of work was created for the sake of entertainment. It contains no brand, demonstration shots, or product placement. The entertainment process was used throughout the creation, from the storyline to the production phase. We brought in series' screenwriters to help develop the script, and every element in every scene in the film was shot especially to let people participate with UGC and enjoy it in TikTok, an entertainment platform. This campaign made TikTok entertainment image grew 82%

Background

TikTok bring the cancelled Songkran festival to the digital world by innovating its unique features “Duet and Stitch” and released “Songkran Stranger”, its first interactive film. Any user nationwide can co-star with Thailand’s superstar actor, and through this storyline everyone can virtually insert themselves into scenes of getting splashed, patting powder, exchanging dialogue, or interacting however they like with their favorite actor. Everyone can join the biggest ever Songkran festival and experience every Songkran ritual on TikTok. More than a Film, “Songkran Stranger” is an invitation to all of Thailand to enjoy their holiday season through an innovative entertainment experience.

Describe the creative idea

TikTok bring the cancelled Songkran festival to the digital world by innovating its unique features “Duet and Stitch” and released its first interactive film. Any user nationwide can co-star with Thailand’s superstar actor, and through this storyline everyone can virtually insert themselves into scenes of getting splashed, patting powder, exchanging dialogue, or interacting however they like with their favorite actor. Everyone can join the biggest ever Songkran festival and experience every Songkran ritual on TikTok.

Describe the strategy

The pandemic has been with us for two years. Everyone craves for happiness, enjoyment, and celebration. Songkran, the biggest holiday in Thailand, is always the day that brings all these pleasures to all Thais. Unfortunately, it has been cancelled for two years in a row. To ride on with this tension and make TikTok relevance to Thai culture, we bring the cancelled Songkran festival to the digital world in the form of exclusive content no other platform can do.

Describe the execution

Titled “Songkran Stranger”, the short film follows Linn, a woman who gets dumped every Songkran, because she turns into a different person every time she gets splashed with water. That is until she meets the bartender, Mario, who is the only man willing to date her despite her strange condition. Through this storyline with Tiktok’s duet and stitch features, any user can virtually insert themselves into scenes of getting splashed, patting powder, exchanging dialogue, or interacting however they like with their favorite actor or actress. More than a film, “Songkran Stranger” is an invitation to all of Thailand to enjoy their holiday season through an innovative entertainment experience exclusively on TikTok.

Describe the outcome

Throughout the 3-day festival, - The film got 94 million views - 78 million impressions - 92,000+ user-generated contents - More than 5 million baht in earned media - App downloads peaked during the festival - TikTok rose to be the No.1 entertainment app - Established a new form of entertainment for the platform, the “TikTok Interactive Series” - With the positive feedbacks, there are two “TikTok Interactive Series” upcoming. - TikTok entertainment image grew 82%

Links

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