Title | LIBRARY |
Brand | VOIZ |
Product / Service | VOIZ WAFER |
Category | A01. Consumer Goods |
Entrant | OGILVY Bangkok, THAILAND |
Idea Creation | OGILVY Bangkok, THAILAND |
Production | FACTORY01 Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Nopadol Srikieatikajohn | Ogilvy Thailand | Art Director |
Prasert Vijitpawan | Ogilvy Thailand | Art Director |
Sarayut Tangpongsiraprapa | Ogilvy Thailand | Art Director |
Prasert Vijitpawan | Ogilvy Thailand | Copywriter |
Phathorn Petchpirun | Ogilvy Thailand | Copy writer |
Sasipa Mongolnavin | Ogilvy Thailand | Planner |
Pattanee Ongkunarak | Ogilvy Thailand | Client Service |
Thanida Susantud | Ogilvy Thailand | Client Service |
Jindapa Luangthong | Ogilvy Thailand | Client Service |
Gailwalin Munkongsupaleark | Ogilvy Thailand | Producer |
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 INHIS TONGUE. WE ALSO BLEND IN THE PRODUCT RTB INTO THE VOICE OVER ALIGNED WITH THE HIDDEN SALED CARAMEL AND COVERING WITH CHOCOLATE CREAM LIKE THE BOY IS HIDING VOIZ FROM THE GIRL.
IN THAILAND, SNACK MARKET IS HIGHLY COMPETITIVE WITH A VARIETY OF PRODUCTS BOTH INNOVATIVE AND ME-TOO, CONSUMERS HAVE A HIGH CHANCE TO SWITCH THE PRODUCT WHILE COMPETITORS SEEK THE OPPORTUNITY TO STEAL MARKET SHARE FROM EACH OTHER. ALMOST 100% SNACK BRANDS PROMOTE THEIR PRODUCTS AS FOR THE “SHARABLE MOMENT.” HOWEVER, IN THIS VERY COMPETITIVE MARKET, VOIZ FINDS THE SPACE TO DIFFERENT ITSELF AS THE “UNSHARABLE SNACK” BECAUSE IT IS SO DELICIOUS THAT YOU CANNOT SHARE TO OTHERS. IN ORDER TO COMMUNICATE TO THE GEN Z GENERATION WHO SEEK FOR UNIQUE IDENITY, NOT ME TOO VOIZ SHIFTS FROM EACH PRODUCT COMMUNICATION TO FOCUS ON THE BRAND COMMUNICATION OF EXECUTION BY LEVERAGING IMPACT ON CREATIVITY EXECUTION TO DIFFERENTIATE FROM COMPETITORS THROUGH A PLATFORM OF "FUN EXECUTION WITH A TWIST" TO STRENGTHEN THE PRODUCT QUALITY OF CRUNCHINESS, TASTY CUT-THROUGH THOUGH THE STORYLINE THAT THE EATER CANNOT SHARE VOIZ TO ANYONE.