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  • SUB CATEGORY :
    EFFECTIVE LOTUS - CAMPAIGN SUCCESS
  • COMPANY ENTERING :
    GREYNJ UNITED, BANGKOK
  • ENTRY TITLE :
    BLACK IS NOW
  • BRAND :
    BAR-B-Q PLAZA
  • ADVERTISER :
    FOOD PASSION
  • AGENCY :
    GREYNJ UNITED, BANGKOK
  • MANAGING DIRECTOR :
    KANAPORN HUTCHESON
  • CHIEF CREATIVE OFFICER :
    JUREEPORN THAIDUMRONG
  • EXECUTIVE CREATIVE DIRECTOR :
    ANDREW CHU
  • COPYWRITER :
    WORRAWAN CHAILERT/RATANAPARN SONGSERMSAWAD
  • ART DIRECTOR :
    MATTHANA SAETIAW/ARNON KANTAWANG/NATTAKIT SATITVIBOON
  • CLIENT SERVICE DIRECTOR :
    KONTHAMAS RATANASUVAN
  • ACCOUNT EXECUTIVE :
    KODCHAKORN WALAPHON/NATTABHAT JUMPATHONG
  • DIGITAL MEDIA DIRECTOR :
    POJANEE SOWANTIP
  • SOCIAL MEDIA SPECIALIST :
    PRAPAPAN LEKDA/CHAIWAT MAHAPEERANGKOOL
  • STRATEGIC PLANNER :
    JONGKOCH DUSITTANAKARIN
  • AGENCY PRODUCER :
    KANOKSAK KANCHANACHUTHA
  • FILM PRODUCTION COMPANY :
    SONGMUE PRODUCTION CO., LTD., BANGKOK
  • DIRECTOR :
    NUNTHAPUN SWANGDEE
  • EXECUTIVE PRODUCER :
    NUTRUEPONG RUNGNIWESN
  • FILM PRODUCER :
    PATTARAWEE MONGKONRATTANACHAI
  • POST-PRODUCTION COMPANY :
    HITT N RUNN CO., LTD., BANGKOK
  • EDITOR :
    KOTCHAKIT SITTIKORNSAK
  • SPECIAL EFFECTS COMPANY :
    BUNKER, BANGKOK
  • SOUND PRODUCTION COMPANY :
    MIXI SOUND STUDIO CO., LTD., BANGKOK
  • SOUND DESIGNER :
    SOMNUK LOISAWAI
  • MUSIC SCORE :
    JAKKRIT SONGJALEARN
  • CAMPAIGN SUMMARY :
    BAR-B-Q PLAZA IS ONE OF THAILAND’S LARGEST BBQ RESTAURANT CHAIN. THEIR GOLDEN GRILLING PAN HAS BEEN AROUND FOR OVER 29 YEARS, AND IN SEPTEMBER 2016, THEY PLANNED TO REPLACE IT WITH A NEW STYLISH BLACK PAN. WE WERE TASKED TO CREATE AWARENESS OF ITS LAUNCH AND CREATE EXCITEMENT FOR CONSUMERS TO COME TRY IT. IN EARLY 2016, ONE OF BAR-B-Q PLAZA FANS STARTED A PETITION ON CHANGE.ORG REQUESTING A CHANGE DUE TO THE FLAWS OF THE OLD PAN. WE TOOK THIS AS AN OPPORTUNITY TO STRENGTHEN OUR CONNECTION WITH OUR CONSUMERS BY TURNING THE NEGATIVE COMMENTS INTO OUR REASON FOR CHANGE. WE GENERATED A HUGE ONLINE BUZZ BY LAUNCHING A FILM THAT DRAMATIZED, IN A TONGUE-IN-CHEEK WAY, ALL THE FAULTS OF THE OLD PAN. SOON AFTER, WE REVEALED THE NEW STYLISH BLACK PAN IN ANOTHER FILM THAT BORROWED ART DIRECTION QUEUES FROM APPLE’S COMMERCIALS, AS OUR BLACK PAN LAUNCH COINCIDED WITH THE LAUNCH OF THE IPHONE 7. CONSUMERS STARTED CALLING IT THE IPAN, AND EVEN CREATED PARODIES OF THE FILM, CARICATURES, FAKE WEBSITES AND ADS. OUR SOCIAL TEAM WAS VERY RESPONSIVE AND JUMPED ON THE BANDWAGON BY STATING THAT THE NEW BLACK PAN ALSO CAME WITH WIRELESS CHOPSTICKS. BAR-B-Q BLACK PAN STOLE THE SHOW FROM THE IPHONE 7, AND WAS THE #2 MOST TRENDING TOPIC ON TWITTER THAILAND. OUR GRILLING PAN INTEGRATED INTO THE LOCAL POP CULTURE, AND BECAME THE MOST ANTICIPATED BBQ GRILLING PAN IN HISTORY.
  • THE BRIEF :
    TO LAUNCHING BAR-B-Q PLAZA NEW STYLISH BLACK PAN. BACKGROUND: BAR-B-Q PLAZA GOLDEN PAN HAS BEEN AROUND FOR 29 YEARS. IT HAS BEEN AT THE CENTRE OF MANY CUSTOMERS’ MOMENTS, AND PLAYED AN INTEGRAL ROLE IN THE BRAND’S PHILOSOPHY OF ‘MAKING THE MOST OF NOW’. AFTER 6 YEARS OF RESEARCH AND DEVELOPMENT, BAR-B-Q PLAZA WAS READY TO REVEAL ITS NEW STYLISH BLACK PAN. THEY PLANNED TO TRY IT OUT IN 25 OF THEIR FLAGSHIP BRANCHES, BEFORE IMPLEMENTING IT NATIONWIDE. WE WERE TASKED TO CREATE AWARENESS OF THE NEW BLACK PAN AND INVITE CONSUMERS TO BE AMONG THE FIRSTS TO TRY IT OUT.
  • THE STRATEGY :
    EARLY 2016, ONE OF BAR-B-Q PLAZA’S FANS STARTED A PETITION ON CHANGE.ORG REQUESTING TO CHANGE THE PAN BECAUSE THE SOUP SPACE WAS TOO NARROW TO FIT A SPOON. OTHER CONSUMERS JUMPED ONTO THE BANDWAGON, COMPLAINING ABOUT THEIR MEAT SLIDING DOWN FROM THE DOME-SHAPED GRILLING AREA. RATHER THAN TAKING THIS AS A NEGATIVE, WE SAW THE OPPORTUNITY TO CONNECT WITH OUR CONSUMERS BY MAKING A BIG DEAL ABOUT THEIR COMPLAINTS. WE TURNED THEIR PROBLEMS INTO THE REASON FOR OUR CHANGE, AND INVITED THEM TO COME TRY OUT OUR NEW BLACK PAN, INCLUDING THE FAN WHO STARTED THE PETITION. AFTER CREATING HUGE ONLINE BUZZ, WE SHOWED OFF THE DESIGN AND BENEFITS OF THE NEW BLACK PAN BY LAUNCHING ANOTHER FILM. AS IT COINCIDED WITH THE LAUNCH OF THE IPHONE 7, THE FILM WAS DESIGNED TO REVEAL THE NEW PAN IN THE SAME STYLE APPLE WOULD HAVE DONE IT.
  • THE EXECUTION :
    WE TOOK ALL THE NEGATIVE COMMENTS ABOUT THE OLD PAN AND MADE A BIG DEAL ABOUT IT BY DRAMATIZING THE ISSUES CONSUMERS FACED INTO AN ENGAGING FILM. AFTER GENERATING HUGE ONLINE BUZZ, WE KEPT THE MOMENTUM BY REVEALING THE NEW STYLISH BLACK PAN WITH ANOTHER FILM. AS THE LAUNCH OF OUR PAN COINCIDED WITH THE LAUNCH OF THE IPHONE 7, OUR FILM FOLLOWED APPLE’S ART DIRECTION. WHILE CONSUMERS PARODIED OUR FILM AS AN APPLE LAUNCH, WE QUICKLY CONTINUED THE CONVERSATIONS AND ENGAGED THEM ON SOCIAL MEDIA: THE IPAN EVEN COMES WITH A PAIR OF WIRELESS CHOPSTICKS!
  • THE RESULT :
    BOTH FILMS WERE WIDELY SHARED AND BECAME AN INTERNET SENSATION AS VARIOUS CONSUMER-GENERATED PARODIES POPPED UP. BAR-B-Q PLAZA BLACK PAN EVEN STOLE THE SHOW FROM APPLE’S IPHONE BY BEING THE #2 MOST TRENDING TOPIC ON TWITTER. THE NATION TALKED ABOUT OUR NEW PAN ON SOCIAL MEDIA, VARIOUS ONLINE BLOGS AND NEWS CHANNELS, GENERATING UNCOUNTABLE AMOUNT OF FREE MEDIA. THOUSANDS OF CONSUMERS QUEUED UP IN FRONT OF OUR RESTAURANTS TO BE AMONGST THE FIRST TO TRY THE NEW PAN - BECOMING THE MOST ANTICIPATED GRILLING PAN IN HISTORY. AS A RESULT, OUR NEW BLACK PAN BECAME PART OF POP CULTURE, AND BROKE THE RESTAURANT’S SALES RECORD WITH AN INCREASE OF 130% IN ITS FIRST DAY OF LAUNCHING.