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SUB CATEGORY :

EFFECTIVE LOTUS - CAMPAIGN SUCCESS
COMPANY ENTERING :

MCCANN WORLDGROUP THAILAND, BANGKOK
TITLE :

CAPTURE
BRAND :

SURE
ADVERTISER :

VERENA INTERNATIONAL CO., LTD.
AGENCY :

MCCANN WORLDGROUP THAILAND, BANGKOK
CHIEF EXECUTIVE OFFICER :

YUPIN MUNTZING
EXECUTIVE CREATIVE DIRECTOR :

WICHIAN THONGSUKSIRI
CREATIVE DIRECTOR :

SURAMANAS JUNTIMA
COPYWRITER :

WICHIAN THONGSUKSIRI
ART DIRECTOR :

SURAMANAS JUNTIMA/NATTHAWUT CHUKLUNTHONG
BUSINESS DIRECTOR :

JIRAPA BIRASIRIWATANA
ACCOUNT DIRECTOR :

RASRIN AKKARANUNKORRANICH
STRATEGIC PLANNING DIRECTOR :

AMANDA HANCOCK
FILM PRODUCTION COMPANY :

PHENOMENA CO., LTD., BANGKOK
DIRECTOR :

THANONCHAI SORNSRIWICHAI
FILM PRODUCER :

PANIDA NGAMSOMPONG
POST-PRODUCTION COMPANY :

EDITTIDE CO., LTD., BANGKOK
SPECIAL EFFECTS COMPANY :

EDITTIDE CO., LTD., BANGKOK
SOUND PRODUCTION COMPANY :

CINE DIGITAL SOUND STUDIO CO., LTD., BANGKOK
CAMPAIGN SUMMARY :

VERENA SURE CAPTURES SIGNIFICANT BUSINESS RESULTS DESPITE HAVING ZERO MEDIA BUDGET! AN EFFECTIVE CAMPAIGN WHICH OVERCAME SEVERAL CHALLENGES: A) STRICT FDA REGULATIONS LIMITING ALL BENEFIT CLAIMS, B) COMMUNICATING A COMPLEX PHARMACEUTICAL IN A CONSUMER-FRIENDLY WAY, C) CUT THROUGH IN A HIGHLY COMPETITIVE CATEGORY VALUED AT USD 1.6 BILLION. THROUGH STRATEGIC MIX OF COMMUNICATION, CHANNEL & INSIGHT, VERENA SURE WEBFILM CAPTURED 4.7 MILLION ORGANIC VIEWS - FREE MEDIA VALUED AT USD$ 500,000 WITHIN FIRST 5 DAYS OF CAMPAIGN, ACHIEVING SIGNIFICANT BUSINESS RESULTS FOR THE DIRECT SALES PRODUCT LED BY A RECORD-BREAKING SPIKE OF INBOUND CALLS BY 80%, GAINING SALES LIFT UP TO 60% DURING FIRST MONTH OF CAMPAIGN AND MAINTAINED THIS LEVEL FOR THE NEXT 3 MONTHS. AND MOST IMPORTANTLY, GAINED A SHELF SPOT IN THAILAND’S BIGGEST CVS RETAILER, 7-ELEVEN.
THE BRIEF :

ROLE OF COMMUNICATIONS WAS TO ACHIEVE AWARENESS AND DRIVE TRIAL FOR THE PRODUCT. OBJECTIVE 1) AWARENESS: GAIN SIGNIFICANT REACH USING ONLY VERENA OWNED SOCIAL PLATFORMS, AWARENESS IN A NOISY AND HIGHLY FRAGMENTED MARKET WITH A SMALL BUDGET SET ASIDE ONLY FOR PRODUCTION, WOULD BE CHALLENGING, COMPOUNDED BY THE LIMITATION TO FEATURE ANY & ALL COMMUNICATIONS EXCLUSIVELY ON VERENA’S OWNED PLATFORMS WITHOUT ANY MEDIA BUY SUPPORT. OBJECTIVE 2) ENGAGEMENT: ENCOURAGE TARGET TO INTERACT WITH THE COMMUNICATION, THE EXISTING NOISE ONLINE AND OFFLINE WITH SALES MESSAGING HAS PRIMED THE AUDIENCE TO BE PASSIVE VIEWERS IN IN THIS SEGMENT, SO ACTIVATING THEM WOULD REQUIRE A UNIQUE CATEGORY SHIFTING APPROACH OBJECTIVE 3) SALES: STIMULATE INBOUND CALL TO CALL CENTER TO CONVERT SALES TRIALING THIS PRODUCT IS DIFFICULT AS IT IS NOT EASILY ACCESSIBLE AT RETAIL RATHER NEEDING TO GO THROUGH THE DIRECT SALES BUSINESS TO PURCHASE.
THE STRATEGY :

CHALLENGE TO CUT THROUGH THE COMPETITIVE MARKETPLACE WE HAD TO FIRST FIGURE OUT WHAT WE COULD SAY GIVEN FDA RESTRICTIONS, THEN DECIDE HOW TO ATTRACT OUR AUDIENCE. STRATEGY THE ONLY THING WE COULD COMMUNICATE ABOUT THE PRODUCT WAS THE INGREDIENT. WE FOCUSED ON BRINGING A MEMORABLE AND MEANINGFUL STORY TO LIFE THROUGH CHITOSAN, THE ACTIVE INGREDIENT IN VERENA SURE SUPPLEMENT. WE BUILT THE STRATEGY ON CORE TRUTHS: TRUTH 1: WOMEN AND THEIR QUEST FOR EASY WEIGHT LOSS SOLUTIONS: SO WE CHOOSE TO HIGHLIGHT THE CHITOSAN INGREDIENT, WHICH ALSO EFFORTLESSLY WORKED BY SEPARATING AND CAPTURING FAT (ARRESTING FAT) WHEN CONSUMED WITH FOODS TRUTH 2: CULTURAL STIGMA OF THAI LOCAL POLICEMEN BEING NITPICKY: – SIMILAR TO THE WORKING PROCESS OF CHITOSAN INGREDIENT TRUTH 3: CHANNEL INSIGHT THAT CONNECTED US TO OUR TARGET AUDIENCE. LONG FORM FILM WOULD HELP TO FOCUS ON DRAMATIZING AND MAKING THE ONE THING WE COULD TALK ABOUT – THE ACTIVE INGREDIENT IN OUR PRODUCT ‘CHITOSAN’. WE UNLOCKED ‘CHITOSAN’ BY TALKING ABOUT ITS EFFECTIVE WORKING PROCESS IN A MORE ENGAGING WAY. LEARNING THAT THE MOST INFLUENTIAL PLATFORM TO REACH WOMEN LOOKING FOR DIET SOLUTIONS WAS THE INTERNET, WE FOCUSED ON DIGITAL PLATFORM AND SOCIAL MEDIA (PRIORITIZING OUR OWNED CHANNEL AND ASSET) AS OUR KEY CHANNELS TO DRIVE MASS ATTENTION. WE LAUNCHED THE WEB FILM EXCLUSIVELY ON VERENA’S OWN YOUTUBE CHANNEL AND FACEBOOK PAGE. OVERNIGHT THE FILM WAS NOTICED AND PAGE FANS ACTIVELY ENGAGED WITH THE POST THROUGH COMMENTS, SHARES AND BY DIALING INTO THE CALL CENTER FEATURED AS PART OF THE FILM’S CALL TO ACTION.
THE EXECUTION/THE EXECUTION & CRAFT :

CREATIVE EXECUTION GOING DIRECT TO THE HEART OF OUR TARGET’S CONCERNS, WE LEVERAGE THIS FUNCTION TO THE IDEA… CAPTURE. THIS IDEA LED TO EXECUTION, PERSONIFYING CHITOSAN INGREDIENT AS THE CREATIVE ROUTE. WE COMPARED ‘CHITOSAN’ INGREDIENT FUNCTION TO THAT OF A THAI POLICEMEN - LOCALLY NOTORIOUS FOR NITPICKY BEHAVIOR. THROUGH HIS ACTIONS OF STOPPING AND CAPTURE ANY POTENTIAL OFFENDER, WE DEMONSTRATED THE PRODUCT FUNCTION – INTERNALLY CAPTURING FATTY SUBSTANCES IN THE BODY AND WERE ABLE TO SUCCESSFULLY IMPLY THE BENEFIT CLEARLY. VERENA SURE ALSO ACTIVATED ONLINE INFLUENCERS THROUGH PR ACTIVATION. AN APPETIZING, TEMPTING AND GREASY MENU SERVED WITH VERENA SURE DRAMATIZED OUR EFFECTIVE SOLUTION. EXCITED ONLINE BLOGGERS THEN SHARED THEIR EXPERIENCES AND PROVIDED FURTHER RECOMMENDATIONS VIA THEIR SOCIAL CHANNELS. A DEMONSTRATION VDO OF CHITOSAN IN ACTION WAS GENERATED BY CLIENT’S R&D. THIS CONTENT FOCUSED ON THE WORKING PROCESS OF CHITOSAN. THE VDO FEATURED ONLY ON VERENA’S OWN CHANNELS, FURTHER EDUCATING TARGET AND CONVINCING THEM TO TRIAL VERENA SURE. WITH A SIMPLE ANALOGY AT THE HEART OF THE CAMPAIGN, WE COMMUNICATED A FICTIONAL EFFICACY STORY IN AN ENTERTAINING AND RELEVANT MANNER.
THE RESULT :

OUTSTANDING RESULTS WITH ONLY A PRODUCTION INVESTMENT USD $142,857 AND ZERO MEDIA INVESTMENT ONLINE: OBJECTIVE 1) AWARENESS: TURN SMALL PRODUCTION INVESTMENT INTO SIGNIFICANT REACH NUMBER VIA OWNED PLATFORMS IN 5 DAYS OF RELEASE, CAPTURED 4.7 MILLION ORGANIC FILM VIEWS, THAT’S FREE ONLINE MEDIA VALUED AT USD$ 500,000! (CPV 3-5 THB) AND BY AUGUST 2017: FACEBOOK - TOTAL REACH AT 9,234,220 ESTIMATED AT REACH VALUE USD$21,107 (*CPR 0.08 THB /SOURCE:LOCAL INDUSTRY EXPERT) - REACHED 2,202% OF FANS FROM SOV (NORM FACEBOOK ORGANIC REACH 2%) YOUTUBE - TOTAL VIEWS AT 297,602 WITH ESTIMATED VIEW VALUE USD$85,029 (*CPV THB 3-10 / SOURCE:THEONLINEADVERTISINGGUIDE.COM) OBJECTIVE 2) ENGAGEMENT: ENCOURAGE TARGET TO INTERACT WITH COMMUNICATION -FACEBOOK ENGAGEMENT 154,282 AT ACTUAL ENGAGEMENT RATE 36.8% (FACEBOOK NORM OF 1% ENGAGEMENT RATE) CONSISTING 82,124 REACTIONS, 14,974 COMMENTS, 57,184 SHARES -SEARCH VOLUME ‘VERENA SURE’ QUADRUPLED (4X) FROM 880 TO 3600 WITH ZERO ONLINE MEDIA BUDGET, CAPTURING USD $534,707 ROI IN FREE MEDIA VALUE! OBJECTIVE 3) SALES: STIMULATE INBOUND CALL TO CALL CENTER TO CONVERT SALES CAPTURED A RECORD-BREAKING JUMP IN CENTER INBOUND CALLS BY 80% SALES LIFT UP 60% IN FIRST MONTH OF THE CAMPAIGN, MAINTAINING THIS LEVEL FOR THE NEXT 3 MONTHS. PLACED BY THAILAND’S BIGGEST CVS 7-11.