Why is this work relevant for Entertainment?

Since the bull's eye is Gen Z, in this campaign, we picked up teenagers in an ordinary setting of the library, but adding with a twist to make the story more entertaining to watch and engage. We also strengthened product RTB of Voiz Wafer Choco Salted Caramel more impactful since it’s the first launch as the reason behind the reason of the discovery.

Background

As Snack market is very competitive with a variety of products both innovative and me-too products, consumers have high chance switching the product while competitors seek the opportunity to steal market shares from each other. Almost 100% snack brands promote their products for the “sharable moment.” However, Voiz finds the space to different itself as the “unsharable snack” because it is so delicious that you cannot share to others. In 2021, Voiz to introduce new product “Voiz Wafer Choco Salted Caramel” by attracting Gen Z target and to strengthen core brand idea of “Can't be shared” with more sense of “Dare to be Different” to be more different from competitors and matching on target persona. So, the communication objective is to maximize brand awareness and engagement among target through the creative contents in online channel via key message “Voiz is delicious unlike others, Can't be shared” with the fun-twist execution

Describe the creative idea

The story tells about the missing Voiz that the girl needs to find because it is so delicious that cannot share to others. In the beginning, we see the girl as a neat girl, but she turns to be more daring when she wants to get the truth of who steals her Voiz. Suddenly, we shocked consumers with a twist of the “pulling tongue” cue that no one would ever expect that the boy will hide Voiz in his tongue. We also blend in the product RTB into the voice over aligned with the hidden salted caramel and covering with chocolate cream like the boy is hiding Voiz from the girl.

Describe the strategy

1. Different Core Idea: As Voiz differentiate itself as “unsharable snack” because it is so delicious and cannot share to others, the brand shifts from each product communication to focus on the brand communication of execution by leveraging impact on creativity execution. Therefore, Voiz builds creative platform of "Fun Execution with a Twist" to make the product quality of crunchiness, tasty cut-through though the storyline that eaters cannot share Voiz to any one. 2. Target Insight: ME TOO IS NOT FOR ME When we look into types of gen Z in attempt to increase the market share. In Thailand, there are many types of them: the geek, the balance and the non-conformists. We chose to target non conformist who shares the same belief as the brand: Yearn to live differently yet being am pressured to conform with norms. With Gen Z’s suppression about the rules set

Describe the execution

We found that Gen Z spend most of their time in online platform. That’s why Voiz’s media tactic mainly focuses in online platform only. Moreover, digging into the insight of Gen Z, they more preferred to watch entertaining VDOs contents to relax themselves and escape from the darkness in the real world. As a result, we picked up Youtube and Facebook as the platform to lauch Voiz VDO ads . Since this campaign run with hero VDO for 1 months, we retargeted our audiences who have watched the main VDO with the “next episodes” of the story that launching every 1 month to surprise them even more. With the freshen-up and different gimmick of a twist ending in each VDOs, consumers are more excited to watch every VDO and looking forward till the end of this story.

Describe the outcome

Communications - 66% Purchase intent Brands - 71% agrees this ad breaks through and is the brand for me