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  • AWARDS :
    FINALIST
  • SUB CATEGORY :
    BEST USE OF MERCHANDISING/IN-STORE MARKETING INCL. PROMOTIONAL PACKAGING
  • COMPANY ENTERING :
    OGILVY GROUP THAILAND, BANGKOK
  • ENTRY TITLE :
    DEFINE THE DIFFERENCE
  • BRAND :
    NOBLE
  • ADVERTISER :
    NOBLE DEVELOPMENT PUBLIC CO.,LTD.
  • AGENCY :
    OGILVY GROUP THAILAND, BANGKOK
  • CHAIRMAN :
    PUNNEE CHAIYAKUL
  • CHIEF CREATIVE OFFICER :
    NOPADOL SRIKIEATIKAJOHN
  • EXECUTIVE CREATIVE DIRECTOR :
    WISIT LUMSIRICHAROENCHOKE
  • CREATIVE DIRECTOR :
    THANAWAT CHONGMAHAKUL
  • ASSOCIATE CREATIVE DIRECTOR :
    PURIPONG LIMWANATIPONG
  • COPYWRITER :
    CHANWIT NIMCHAROEN/KRIS GARFORD SPINDLER/MAUREEN TAN/
    DOWRAI KHANTIGUL/PURIPONG LIMWANATIPONG
  • ART DIRECTOR :
    NOPADOL SRIKIEATIKAJOHN/WISIT LUMSIRICHAROENCHOKE/
    PURIPONG LIMWANATIPONG/PHIANPHON SITTICHAIDECHA
  • DESIGNER :
    NITITA LEERAPONGKUL
  • ACCOUNT DIRECTOR :
    THEERACHART THANASARAKIJ/YANIN KASEMKOSOLSRI
  • ACCOUNT EXECUTIVE :
    PACHARAVAT APAPIPAT
  • DIGITAL PLANNER :
    KUNCHALEE SUMLEERAT/INTIRA SREEAUMNUAY/WARUN SIRIPRACHAI
  • AGENCY PRODUCER :
    URAVASEE CHATURONGAKUL/PITIWAT CHARUCHINDA/POTRAWEE WICHIEN
  • FILM PRODUCTION COMPANY :
    KRATAI TUENTUA CO., LTD, BANGKOK
  • CINEMATOGRAPHER :
    PANIT JIRAWATTANANUNT/SIRIWAT SEESEANG
  • FILM PRODUCER :
    ATHIP VICHUCHAIANAN/SUPARAT SATESAWAN (KRATAI TUENTUA CO.,LTD.)
  • EDITOR :
    WISARUT DEELORM/NATTAWAT SRITANYARAT
  • PRINT PRODUCTION COMPANY :
    PRACTICAL DESIGN STUDIO CO., LTD., BANGKOK
  • PHOTOGRAPHER :
    NAVARATANA DONKORT (BOB EYE VIEW STUDIO BANGKOK)
  • THE BRIEF :
    NOBLE DEVELOPMENT, A LEADING PROPERTY DEVELOPER IN THAILAND, IS WELL-KNOWN FOR ITS UNIQUE TAKE ON ARCHITECTURE. AS THE MARKET GREW MORE COMPETITIVE WITH NEWCOMERS, NOBLE WANTED TO REINFORCE ITS ‘BE DIFFERENT” CORE BELIEF, WHICH HAS BEEN A CORNERSTONE OF ITS SUCCESS OVER THE PAST TWO DECADES.
  • THE STRATEGY :
    TO COMMEMORATE NOBLE’S 25TH ANNIVERSARY, THE STRATEGY WAS TO CELEBRATE ITS UNCOMPROMISING APPROACH IN CONSISTENTLY APPLYING ITS 'BE DIFFERENT' DESIGN PHILOSOPHY BY TRANSLATING THIS CORE BELIEF INTO A UNIQUE DESIGN PROJECT. VIP GIFT SETS WERE BASED ON A DESIGN TRANSLATED FROM A PROMINENT ARCHITECTURAL CUE OF A NOBLE CONDOMINIUM. MOREOVER, WHEN VISITING NOBLE’S WEBSITE, CUSTOMERS CAN ENTER A CODE FOUND ON EACH ITEM IN ORDER TO LEARN MORE ABOUT NOBLE’S UNIQUE DESIGN PHILOSOPHY.
  • THE EXECUTION :
    EACH OF THE 8 GIFT SET DESIGNS WERE INSPIRED BY ONE OF NOBLE’S CONDOMINIUMS. A PROMINENT ARCHITECTURAL CUE OF THE BUILDING – WHETHER ITS ARCHITECTONICS, INTERIOR DESIGN, OR EVEN THE INTERPLAY OF LIGHT AND DARK - WAS TRANSLATED INTO A UNIQUE DESIGN FOR EDIBLE FOOD. THE LIMITED EDITION GIFT SET ACTS AS A REMINDER THAT EVEN THE MOST FAMILIAR OBJECTS CAN BE SEEN IN A DIFFERENT LIGHT. THE GIFT SETS WERE INTENDED FOR VIP CUSTOMERS AND WERE ON-SALE AT EVERY NOBLE CONDOMINIUM CAFÉ TO THOSE WHO HAVE A TASTE FOR THE UNIQUE.
  • THE RESULT :
    IN ONE WEEK, A COMBINED TOTAL OF OVER 34,000 PEOPLE VISITED THE 20 DISPLAY LOCATIONS AT NOBLE CONDOMINIUMS. TRAFFIC TO THE NOBLE WEBSITE DOUBLED DURING THE CAMPAIGN, RESULTING IN A 40% INCREASE IN THE NUMBER OF PRE-REGISTRATIONS FOR CONDOMINIUM UNITS. IN ONE WEEK, THE 25,000 LIMITED EDITION GIFT SETS WERE ENTIRELY SOLD OUT. 8.5 MILLION EARNED MEDIA EXPRESSIONS.