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  • SUB CATEGORY :
    INTEGRATED OUTDOOR CAMPAIGN
  • 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
  • PRINT PRODUCTION COMPANY :
    CHAMNI’S EYE CREATIVE PRODUCTION, BANGKOK
  • ENGLISH CONTEXT EXPLANATION :
    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. THE LOCAL COMMUNITY TOOK OVER OUR STORES BY USING REAL CONSUMER PHOTOS AS THE ADVERTISEMENT POSTER IN EVERY STORE. THEN BECAME OPEN AIR GALLERIES WITH AN ATTACHED QR CODE LED PEOPLE TO A MICROSITE WHERE THEY COULD LISTEN TO EACH INDIVIDUAL STORY. AND USE A MAP TO LOCATE OTHER MURALS AROUND THE NEIGHBORHOOD. AND DESPITE COVID-19, STORE VISITS +53% PER DAY. COMPARED TO THE SAME PERIOD THE YEAR BEFORE.