Branded Content

The Shortlist
CAMPAIGN
I Hate Thailand
AGENCY
The Leo Burnett Group Thailand
CLIENT
Tourism Authority of Thailand
BRAND
Tourism Authority of Thailand
DETAILS
An unbranded and uncredited video online, titled “I hate Thailand” was released, using a ‘counter-intuitive’ strategy in order to put Thailand back into the spotlight in tourism industry.  
 
Faced with falling numbers in repeat visitors over the past few years and strong competition from other markets in the region, Thailand needed to remind visitors of what made them fall in love with the country beyond the famous sights and attractions. The studies show that the one thing that Thailand has always stand head and shoulders above its keenest competitors is its hospitality and excellent service. And at the heart of this is the uniqueness of the Thai people and their way of life that makes visitors’ experience to Thailand ‘amazing’ and memorable. 
 
“I hate Thailand” tapped into this insight to reinforce what makes Thailand special and remind visitors of their unique Thai experience. The interest and attention it drew as a standalone unbranded film amplified its key messages following its reveal as a piece of Tourism Authority of Thailand’s content.
 
With the media investment of only 30,000 USD, the video gained over 1 million views within 3 days and could capture media’s attention around the world. TAT gained more than 150 earned publications worldwide, and gained over 235 million impressions in USA alone. *
 
The campaign also succeeded in calling more international tourist arrivals. In January 2015, Thailand welcomed a total of 2.65 million foreign tourists and generated about 120 billion Baht in revenue, representing a year-on-year increase of 15.9% and 12.7%, respectively. It’s the fourth straight month on the rise.**
 
*Agency research
**Statistics of international tourist arrivals, Ministry of Tourism and Sports
 
CAMPAIGN
TRESemmé 365 Project
AGENCY
SparkPHD
CLIENT
Unilever
BRAND
TRESemmé
DETAILS
As a supermarket product Kiwi women currently don’t believe TRESemmé will deliver the professional salon end looks. Kiwi women saw the polished looks of global ads, but don’t feel like they could achieve that at home. We needed to find an avenue to connect and resonate with Kiwi women. This meant finding the balance between aspirational and accessible as Kiwi women are more conservative and a little less groomed compared to our global counterparts.  
 
TRESemmé's Admiration positioning needed to be brought to life within communication that delivered professional aspiration while still being achievable for the Kiwi girl. 
 
We researched our audience’s inspirations and routines & found that Kiwi women are ‘sleep styling’: a behaviour where women don’t consciously think about their hairstyle as part of their everyday beauty routine, they would default to 1-2 go to looks. 
 
THE IDEA: TRESEMME 365 PROJECT 
Challenging one Kiwi girl to have great hair every day, with professional help from a TRESemmé stylist  
How: Content:  both hair & lifestyle, every day!
Who: 1 x Girl, 1 x Stylist
Where: Paid, owned & earned
Results: 60% of women who had been exposed to T365 content were inspired to break their sleep styling habit and try a new hair style.
 
CAMPAIGN
Visa_Get Lost
AGENCY
BBDO/PROXIMITY CHINA
CLIENT
Visa China
BRAND
Visa
DETAILS
No one today can deny the importance of the US$ 155.5 billion Chinese outbound travel market (China Tourism Academy). Whether one is on Hong Kong’s famed Tsim Sha Shui shopping district or at the Galleries Lafayette in Paris, it is impossible not to notice the throngs of Chinese tourists buying up the latest Prada handbags or having their selfies taken in front of city landmarks – often to the amusement of locals and fellow tourists alike. 
 
And, when this multitude heads to the payment counter, they typically use their China UnionPay card - the Chinese government-owned payment system that is now rivalling global payment brands like Visa.     
 
This is a story about how Visa’s latest campaign got Chinese travellers to re-consider using Visa by challenging the world’s stereotype of Chinese tourists; and portraying an image that is more true to the global-savvy and sophistication of the new/younger generation who are driving the nation forward.
 
The “Visa Get Lost Challenge” called on people to travel in a new way: to go beyond the crowded confines of cliché tourism and retail hotspots, and explore the less beaten path of more culturally-authentic experiences hidden within a city -- with nothing but the comforting reassurance of having a card in their pockets that is truly ‘accepted anywhere they want to be.’
 
This new take on the Chinese traveller captured the aspirations of the new Chinese generation. It generated 9 million views in just 2 week; and propelled Visa to grow 85% faster than total outbound tourism spending. More importantly, it boosted Visa’s brand scores by 23% on a key image attribute China’s young travellers wanted to be more associated with on a personal level – “is globally accepted.”
 
CAMPAIGN
Closeup - Stories of Coming Closer
AGENCY
Unilever Bangladesh Ltd
CLIENT
Unilever
BRAND
Closeup
DETAILS
Closeup in Bangladesh is the biggest oral care brand in Bangladesh. It needed to generate buzz around new positioning “The Closer the Better” to strengthen its position to the youth that it helps people come closer. Challenge was to engage people with the brand by unlocking magic so that they talk about their personal intimacy instinctively rather than fictionalizing with advertisement. 
 
The big idea was, giving people a platform to share their ‘Stories of Coming Closer’ and making CLOSEUP as the catalyst for closeness.
 
People were invited to share the stories of coming closer. From top 3 stories 3 dramas were produced which was aired in prime time in a popular TV channel on the Valentine’s Day (Feb 14, 2014). The campaign was promoted, engaged and talked about across multiple touch points, screens such as TV, press, radio, outdoor and with particular focus on digital media. This was the first digital campaign of UBL which has generated impulsive, talkability on that time.
 
In approx 3 weeks thousands of stories were submitted. Dramas made from top 3 stories were the most viewed content in Q1’14 in TV. Post evaluation showed 89% of the population was reached in TV and 7 million unique users effectively reached through social media with engagement of 2 million people in less than 40 days.
 
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