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SUB CATEGORY :
USE OF DIGITAL
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COMPANY ENTERING :
CJ WORX, BANGKOK
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TITLE :
THE SECRET SUPPORTER
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BRAND :
DUTCH MILL
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ADVERTISER :
DUTCH MILL GROUP
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AGENCY :
CJ WORX, BANGKOK
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MANAGING DIRECTOR :
CHAWANA KEERATIYUTAMONKUL
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CHIEF CREATIVE OFFICER :
SAHARATH SAWADATIKOM
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EXECUTIVE CREATIVE DIRECTOR :
SAHARATH SAWADATIKOM
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CREATIVE DIRECTOR :
NATKANATE RUENGRUJMETHAKUL
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SENIOR SOCIAL MEDIA COPYWRITER :
WORAWUT SENGSOON
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COPYWRITER :
SAHARATH SAWADATIKOM/NATKANATE RUENGRUJMETHAKUL/ SATAWAT TANGPUANGPORN
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ART DIRECTOR :
SAHARATH SAWADATIKOM/NATKANATE RUENGRUJMETHAKUL/ PEMIKA YOSAKRAI
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AGENCY PRODUCER :
BENJAWAN SENGTEE/JENNISA ALISHA
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ACCOUNT DIRECTOR :
WARAPAN PORNPHICHITPAN
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ACCOUNT MANAGER :
WONGSAKORN UBOLSAWADI
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ACCOUNT EXECUTIVE :
ANCHALEE TIYAPORNCHAI
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STRATEGIC PLANNING DIRECTOR :
NICHAPAT RATANAPRAPHAT
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STRATEGIC PLANNER :
SUPHAPHICH NITTAYASAK
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MEDIA AGENCY :
SPORE BANGKOK, BANGKOK
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MEDIA PLANNER :
THANAKORN SANGCHAN
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CAMPAIGN SUMMARY :
NOWADAYS, GENERATION Z TEENAGERS ARE THE GENERATION THAT SPENDS MOST TIME IN A DAY ON GAMES. THAT IS THE REASON WHY MANY BRANDS ARE MASSIVELY SPENDING IN-GAME SPONSORSHIP. HOWEVER, THE CHALLENGE IS HOW WE WILL COMMUNICATE THE PRODUCT BENEFIT TO THESE TEENAGERS THROUGH THE GAME BY NOT MAKING THEM FEEL FORCED TO WATCH OUR ADS. INTRODUCING “THE SECRET SUPPORTER”, FOR THE FIRST TIME DUTCH MILL SENT THE ARMY OF 500 DUTCH MILL GIRLS TO JOIN A POPULAR SURVIVAL SHOOTING GAME WITH ONE SIGNIFICANT RULE “NO VIOLENCE, NO COMPETITION”. OUR MISSION WAS JUST SIMPLY TO DELIVER IN-GAME HEALTH CARE PACKAGES, GIVING SURVIVAL BOXES, AND TO BOOST A PLAYER’S POWER. THIS IN-GAME SUPPORTIVE MISSION IS JUST LIKE DUTCH MILL SUPPORTS THE TEEN’S HEALTH BENEFITS. THE PERIOD OF THE DUTCH MILL ARMY DUTIES IN-GAME IS BETWEEN 13/04/20 TO 15/05/20, BUT IN THAILAND SOCIAL MEDIA THE CONVERSATION ABOUT THIS CAMPAIGN EXTENDED TO ABOUT A COUPLE OF MONTHS. DURING THE CAMPAIGN, AN UNEXPECTED PHENOMENON WAS THAT SOME GAME PLAYERS ARE ACTING LIKE "DUTCH MILL GIRLS." THEY WERE COSPLAYING THE SAME COSTUMES, MIMICKING THE SUPPORTING ROLE AND ACTING AS OUR DUTCH MILL GIRLS SPREAD OUT MANY SERVERS IN THE GAME.
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THE BRIEF :
DUTCH MILL, A POPULAR DRINKING YOGURT IN THAILAND ALWAYS GIVES ENERGY, FRESHNESS, AND HEALTH BENEFITS TO TEENS. NOWADAYS, GENERATION Z TEENAGERS ARE THE GENERATION THAT SPENDS MOST TIME IN A DAY ON GAMES. THAT IS THE REASON WHY MANY BRANDS ARE MASSIVELY SPENDING IN-GAME SPONSORSHIP. HOWEVER, THE CHALLENGE IS HOW WE WILL COMMUNICATE THE PRODUCT BENEFIT TO THESE TEENAGERS THROUGH THE GAME BY NOT MAKING THEM FEEL FORCED TO WATCH OUR ADS.
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THE STRATEGY :
THIS CAMPAIGN IS EMPHASIZED ON DUTCH MILL’S BRAND STATEMENT THAT WE ARE THE ONE WHO ALWAYS GIVES BENEFITS, ENERGY, AND FRESHNESS TO ALL THAI TEENAGERS IN THEIR REAL-LIFE OR EVEN IN THE GAME. THIS TIME WE WISELY AIM TO TARGET, GENERATION Z TEENAGERS, BY USING REAL-TIME INTERACTIVE, SEEKING WHAT TARGETS ARE INTERESTED IN OR ENJOY BY NOT MAKING THEM FEEL FORCED TO WATCH OUR ADS. ALSO, MAKE DUTCH MILL BECOME ONE PART OF THEIR CULTURE.
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THE EXECUTION :
DUTCH MILL SENT THE ARMY OF 500 DUTCH MILL GIRLS TO JOIN FREE FIRE, A POPULAR SURVIVAL SHOOTING GAME WITH ONE SIGNIFICANT RULE, NO VIOLENCE, NO COMPETITION”.OUR MISSION WAS JUST SIMPLY TO DELIVER IN-GAME HEALTH CARE PACKAGES, GIVING SURVIVAL BOXES, AND TO BOOST A PLAYER’S POWER. THE PERIOD OF THE DUTCH MILL ARMY DUTIES IN-GAME IS BETWEEN 13/04/20 TO 15/05/20, BUT IN THAILAND SOCIAL MEDIA THE CONVERSATION ABOUT THIS CAMPAIGN EXTENDED TO ABOUT A COUPLE OF MONTHS. DURING THE CAMPAIGN, AN UNEXPECTED PHENOMENON WAS THAT SOME GAME PLAYERS ARE ACTING LIKE "DUTCH MILL GIRLS." THEY WERE COSPLAYING THE SAME COSTUMES, MIMICKING THE SUPPORTING ROLE AND ACTING AS OUR DUTCH MILL GIRLS SPREAD OUT MANY SERVERS IN THE GAME.
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THE RESULT :
AFTER WE LAUNCHED THE CAMPAIGN: IT GOT 150 MILLION MEDIA IMPRESSIONS, 2.53 MILLION ENGAGEMENTS, AN INCREASE OF 458% IN MENTIONS OF DUTCH MILL. IT BECAME THE NUMBER ONE TRENDING TOPIC IN THAILAND’S GAMING INDUSTRY DURING THE CAMPAIGN. ALTHOUGH THE CAMPAIGN HAS ENDED, THE SUPPORT OF DUTCH MILL GIRLS MADE AN IMPACT ON TEENS. THEY STARTED TO UNDERSTAND THE BRAND STATEMENT THAT DUTCH MILL WILL ALWAYS SUPPORT THEM IN REAL LIFE OR EVEN IN THE GAME. DURING THE CAMPAIGN, AN UNEXPECTED PHENOMENON WAS THAT SOME GAME PLAYERS ARE ACTING LIKE "DUTCH MILL GIRLS." THEY WERE COSPLAYING THE SAME COSTUMES, MIMICKING THE SUPPORTING ROLE AND ACTING AS OUR DUTCH MILL GIRLS SPREAD OUT MANY SERVERS IN THE GAME. THE RESULTS MAKE THE BRAND'S VOICE STILL EXIST TODAY AND MAKE THE CAMPAIGN SUCCEEDED BECAUSE IT APPEALS TO GENERATION Z TEENAGERS AUDIENCES.
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