Cannes Contenders: Leo Burnett Thailand
In the lead up to next month’s Cannes Lions Festival, Campaign Brief Asia will be showcasing work from some of Asia’s top agencies that we hope will impress the judges…
Leo Burnett Group Thailand
In Thailand, sunflower seeds are perceived to be a product for older people. Sunsnack wanted to change this perception and reach out to Thai teenagers, who have many snack choices and little brand loyalty. The launch of Sunsnack’s new “Hypercharged Spicy Duck” flavor provided the brand with an opportunity to differentiate itself from category competitors. The agency chose to approach Thai teenagers by capturing their attention online, by telling a compelling story that young people would find irresistible. Only after our initial story went viral would we reveal the brand behind it. Rather than releasing a TV spot showcasing someone having an appreciative moment as they experience Sunsnack’s new flavor, LB wanted to create a national conversation around a viral video that demanded repeated viewings. Thai teens love mysterious stories about strange subjects, so we crafted a newscast from an obscure region of China that detailed an unprecedented problem. No branding accompanied it, and the clip quickly became the talk of the nation, as people discussed whether or not it was real.
Within weeks, the newscast we created was watched on YouTube 500,000 times, and was seen on other websites 11,000,000 times. The clip was also discussed and shown on multiple Thai TV shows and news programs. When the brand was eventually revealed, Sunsnack had earned 32,989,000 Baht in free media publicity. Thai teens embraced the brand as the coolest in its category, and Sunsnack gained 20,000 new fans on Facebook. “Flaming Duck” became one of 2012’s most popular slang phrases in Thailand, meaning “Superb”, according to one Thai teen magazine. Sales for Sunsnack have risen by 65% since the campaign’s launch.
Don’t Drive Drunk Foundation “Suicide”
Leo Burnett Group Thailand
Drunk driving continues to be a big problem in Thailand. Every day there are reports of deaths on the road and the main cause is drunk driving. The key aim of the campaign is to raise the awareness with the target audience about the risk they are bringing into their lives with drunk driving and the horrific consequence that it can bring. The campaign illustrates the idea that whenever you choose to drink and drive, it is as good as you have chosen to take your own lives.
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1 Comment
One of my favourites.