Title | TWENTY TWO YEARS 6OAL |
Brand | THAIBEV MARKETING CO., LTD. |
Product / Service | KULOV VODKA |
Category | B03. Social Data & Insight |
Entrant | GREYNJ UNITED Bangkok, THAILAND |
Idea Creation | GREYNJ UNITED Bangkok, THAILAND |
Production | GREYNJ UNITED Bangkok, THAILAND |
Production 2 | HELLO FILMMAKER Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Thor Santisiri | GREYnJ UNITED | Agency |
Kanaporn Hutcheson | GREYnJ UNITED | Agency |
Jureeporn Thaidumrong | GREYnJ UNITED | Agency |
Asawin Phanichwatana | GREYnJ UNITED | Agency |
Thipayachand Hasdin | GREYnJ UNITED | Agency |
Asawin Phanichwatana | GREYnJ UNITED | Agency |
Jesse Wong | GREYnJ UNITED | Agency |
Sasithorn Thapayom | GREYnJ UNITED | Agency |
Jenjira Nasumateeree | GREYnJ UNITED | Agency |
Jesse Wong | GREYnJ UNITED | Agency |
Pranparwee Hemrak | GREYnJ UNITED | Agency |
Sarunporn Lertnimitkit | GREYnJ UNITED | Agency |
Ornwara Sangsuk | GREYnJ UNITED | Agency |
Kanokkorn Seehapan | GREYnJ UNITED | Agency |
Vorawan Kaewket | GREYnJ UNITED | Agency |
Nutcha Sripramong | GREYnJ UNITED | Agency |
Jongkoch Dusittanakarin | GREYnJ UNITED | Agency |
Saengwit Kewaleewongsatorn | GREYnJ UNITED | Agency |
Kanoksak Kanchanachutha | GREYnJ UNITED | Agency |
Thanakrit Rojanapisit | GREYnJ UNITED | Agency |
Juthamas Tantated | GREYnJ UNITED | Agency |
Atta Hemwadee | Hello Filmmaker | Production |
Pasit Tandaechanurat | Hello Filmmaker | Production |
Kritsada Nakagate | Hello Filmmaker | Production |
Tanayut Muhamad | Hello Filmmaker | Production |
Chotirat Wareerattanarot | Hello Filmmaker | Production |
Sirada Rattanasetthavorn | Hello Filmmaker | Production |
Chutimon Wongkiatkong | Hello Filmmaker | Production |
Teerasit Klangaysorn | Hello Filmmaker | Production |
Nuttapol Yookrua | Hello Filmmaker | Production |
Mutchima Wachirakomain | Hello Filmmaker | Production |
Wallipa Kuntakeaw | Hello Filmmaker | Production |
Tanapoom Yampuk | Hello Filmmaker | Production |
Artit Vongmetta | Hello Filmmaker | Production |
Chlitda Kaeomano | Hello Filmmaker | Production |
Recently, there’s a lot of discussions and frustrations expressed by young Thais on social media platforms. Most of them relate to the fact that they’re almost graduating from university, but feel pressured and fear of not knowing what to do or where to go next. As a traditional society, most Thais live with their parents at home all their lives. Thai families are tight knit units, most parents expect children to finish university. In turn, children get a lot of pressure from parents on their life goals (how to succeed in society). This is even more obvious during lockdown.
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.
Distill 6 times for better clarity. When you need to figure something out, it’s better to have more clarity.
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 (at age twenty two, a significant turning point in young Thai life). This pressure is even more obvious during Covid times, as people are stuck at home, can’t travel or study abroad. Kulov encourages them to distill their thoughts, have better clarity and embrace what they truly want in life, regardless of social or family pressure. The more you distill your thoughts (6 times), the better clarity you'll have.
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. The film was launched on YouTube and Facebook, where most Thais enjoy binge watching videos online.
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 Now no.1 vodka in Thailand