SUB CATEGORY :

USE OF PRINT/OUTDOOR & TRANSIT

COMPANY ENTERING :

WUNDERMAN THOMPSON THAILAND, BANGKOK

TITLE :

LIFE BEHIND THE GLASSES

BRAND :

TOP CHAROEN

ADVERTISER :

TOP CHAROEN

AGENCY :

WUNDERMAN THOMPSON THAILAND, BANGKOK

CHIEF CREATIVE OFFICER :

JOAO BRAGA/PARK WANNASIRI

CREATIVE DIRECTOR :

SORASAK SONGNAPAWUTTIKUL

COPYWRITER :

VARISSARA VONGSAKUL

ART DIRECTOR :

PHITHAN BENCHASIRIROT

EXECUTIVE PRODUCER :

JIROJ MECHOOJIT

AGENCY PRODUCER :

SUPATRA ASSAWATEPPITAK

CLIENT SERVICE DIRECTOR :

NUTTHAPONG WANNAKOVIT

ACCOUNT DIRECTOR :

SATHITA UMPHA

ACCOUNT MANAGER :

PITCHA SINKANARUK

MEDIA AGENCY :

TOP CHAREON, BANGKOK

PRINT PRODUCTION COMPANY :

CHAMNI’S EYE CREATIVE PRODUCTION, BANGKOK

CAMPAIGN SUMMARY :

WITH OVER 2,000 BRANCHES ACROSS THAILAND. TOP CHAROEN HAS BEEN EVERYONE’S LOCAL OPTICIAN STORE. BUT WITH THE EXPANSION OF
E-COMMERCE, AND FANCIER STORES POPPING UP IN EVERY SHOPPING MALL. WE HAD TO DIAL-UP WHAT SOME THOUGHT WAS OUR WEAKNESS: OUR CONNECTION WITH EVERY LOCAL COMMUNITY. WE TURN OUR WEAKNESS TO OPPORTUNITY. CONNECTION OF LOCAL COMMUNITY IS OUR STRENGTH THROUGH THE USE OF OUR CUSTOMER STORIES. INTRODUCING “LIFE BEHIND THE GLASSES” INSTEAD OF HIRING CELEBRITIES, WE CELEBRATED OUR NEIGHBORS. WE HIRED STREET PHOTOGRAPHERS TO REGISTER OUR LOCAL COMMUNITIES AND THEIR DAILY LIVES, THEN BROUGHT THEM INTO OUR STORE. THEY THEN BECAME OPEN GALLERIES, WHERE QR CODES WOULD LEAD PEOPLE TO A MICROSITE WHERE THEY COULD LISTEN TO EACH INDIVIDUAL STORY AND LOCATE OTHER MURALS AROUND THE NEIGHBORHOOD. AN INTEGRATED CAMPAIGN FOLLOWED SUIT ON TV AND OTHER DIGITAL CHANNELS, CELEBRATING OUR NEIGHBORS ACROSS THE COUNTRY. AND DESPITE COVID-19, STORE VISITS +53% PER DAY. COMPARED TO THE SAME PERIOD THE YEAR BEFORE.

THE BRIEF :

WITH OVER 2,000 BRANCHES ACROSS THAILAND. TOP CHAROEN HAS BEEN EVERYONE’S LOCAL OPTICIAN STORE. BUT WITH THE EXPANSION OF
E-COMMERCE, AND FANCIER STORES POPPING UP IN EVERY SHOPPING MALL. WE HAD TO DIAL-UP WHAT SOME THOUGHT WAS OUR WEAKNESS: OUR CONNECTION WITH EVERY LOCAL COMMUNITY.

THE STRATEGY :

WE TURN OUR WEAKNESS TO OPPORTUNITY CONNECTION OF LOCAL COMMUNITY IS OUR STRENGTH THROUGH THE USE OF IN-STROE MEDIA, LOCAL MEDIA, AND OUR CUSTOMER STORIES THAT WE HAVE BEEN THEIR EYES FOR THEM FOR MORE THAN SIXTY YEARS

THE EXECUTION :

INTRODUCING “LIFE BEHIND THE GLASSES” INSTEAD OF HIRING CELEBRITIES, WE CELEBRATED OUR NEIGHBORS. WE HIRED STREET PHOTOGRAPHERS TO REGISTER OUR LOCAL COMMUNITIES AND THEIR DAILY LIVES, THEN BROUGHT THEM INTO OUR STORE. THEY THEN BECAME OPEN GALLERIES, WHERE QR CODES WOULD LEAD PEOPLE TO A MICROSITE WHERE THEY COULD LISTEN TO EACH INDIVIDUAL STORY AND LOCATE OTHER MURALS AROUND THE NEIGHBORHOOD. AN INTEGRATED CAMPAIGN FOLLOWED SUIT ON TV AND OTHER DIGITAL CHANNELS, CELEBRATING OUR NEIGHBORS ACROSS THE COUNTRY.

THE RESULT :

DESPITE COVID-19 STORE VISITS +53% PER DAY. COMPARED TO THE SAME PERIOD THE YEAR BEFORE