Thailand is known, for good reason, as the “Land of Smiles” but we were hit by some of the worst floods in Thailand’s history, isolating two-thirds of Thais and everyone was emotionally affected such that Thailand’s Gross Domestic Happiness plunged almost 10%.
For more than 65 years, Coke has been the ambassador of “Happiness” in Thailand so we wanted to bring Smiles back to the Land and take the lead in moving the country forward again. Thus, we initiated the “Million Reasons to Believe in Thailand” campaign, aimed at recharging the people’s confidence in these difficult times. All the contact points were integrated with the roles in inspiring hopes and engaging with consumers as we stimulated all Thais to become our happiness ambassadors by sharing encouraging messages and good news to their countrymen directly affected by this disaster. In massive scale, we changed the face of news content in major news outlet by shipping in daily good news to replace bad news that making headlines.
CREDITS OF PEOPLE
Paphop Ruchutrakool, Business Associate Director, Initiative
Kredrada Benjaathonsirikul, Strategist, Initiative