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SUB CATEGORY :
USE OF ONLINE & DIGITAL PLATFORMS
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COMPANY ENTERING :
OGILVY GROUP THAILAND, BANGKOK
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TITLE :
HOME SWEET HOME EP. 2
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BRAND :
TOURISM AUTHORITY OF THAILAND X YGGDRAZIL
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ADVERTISER :
TOURISM AUTHORITY OF THAILAND X YGGDRAZIL
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AGENCY :
OGILVY GROUP THAILAND, BANGKOK
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MANAGING DIRECTOR :
JIRAVARA VIRAYAVARDHANA
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CHIEF CREATIVE OFFICER :
NOPADOL SRIKIEATIKAJOHN
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EXECUTIVE CREATIVE DIRECTOR :
ANDREW CHU
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CREATIVE DIRECTOR :
PURIPONG LIMWANATIPONG/THANAWAT CHONGMAHAKUL
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ART DIRECTOR :
NOPADOL SRIKIEATIKAJOHN/PURIPONG LIMWANATIPONG/
PANNAWEE SAIBUA
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COPYWRITER :
PONGSAKON JUNRUENG/ANDREW CHU
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AGENCY PRODUCER :
SAKONPOB SINSUK
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ACCOUNT DIRECTOR :
NIWAT RUNGRUANGWORAWAT/LALITA MALICHAN
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ACCOUNT MANAGER :
LALITA MALICHAN
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STRATEGIC PLANNING DIRECTOR :
SASIPA MONGOLNAVIN
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PROJECT DIRECTOR :
SUPARRERK KULINTARAPRASERT
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FILM PRODUCTION COMPANY :
DON FILM, BANGKOK
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CINEMATOGRAPHER :
NARAVATANA DONKORT
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FILM PRODUCER :
ARISARA DENCHAIPRADIT
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PROGRAMMER :
RACHEN OUIYUENYONG/WUTIKORN JITPRUEGSA (DIGITALNEX CO., LTD.)
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POST-PRODUCTION COMPANY :
DON FILM, BANGKOK
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EDITOR :
WATTANADEJ POTJANAPRING
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SPECIAL EFFECTS COMPANY :
YGGDRAZIL GROUP, BANGKOK
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VISUAL EFFECTS :
ATSADAWUT REWAN/KITTIPAS KLINLEK
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ENVIRONMENT ARTIST :
NATTAPOL YODJIT
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ANIMATOR :
KREETHA SODA
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GAME CREATIVE DIRECTOR :
SAROOT TUBLOY
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LEAD GAME PROGRAMMER :
NUTAWUT YAMEE
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CAMPAIGN SUMMARY :
Like other top destinations around the world, Thailand attracts over 38 million international tourists and generates USD60 billion annually. However, growth has slowed in recent years due to the stagnation in the number of travelers from +9.41% to +4.55%. Thus, TAT, a Thai institution under the Ministry of Tourism and Sports needed to stimulate growth by inviting travelers to discover new dimensions and new experiences of ‘Amazing Thailand’, the country’s well-established brand positioning.
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THE BRIEF :
Cultural superstitions have long been part of the ‘deep culture’ rooted in a Thai way of life for centuries and Thailand is a treasure trove of superstitious beliefs and spiritual destinations waiting to be explored. Therefore, our approach is to offer entirely novel experiences to our prospect target and take them on a journey to discover the deep culture of Thailand through an
in-game experience in the campaign, “Amazing Thailand. Amazing Deep Culture.”.
“Amazing Thailand. Amazing Deep Culture” is a collaboration between TAT and Yggdrazil, Thailand's leading games studio to promote ‘Deep Culture’ tourism among young Gen-Z and Millennial travelers who are tech-savvy and spend a lot of time in the gaming world.
“Home Sweet Home Episode 2”, a horror-adventure game, was created to highlight Thailand’s Deep Culture.
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THE STRATEGY :
Our target is SUPERSTITOUS TECHNOPHILES: Born and raised with technical affinity yet obsessed with using superstition and the paranormal to find their inner compass to cope with life’s ongoing pressures. They are the New Tribe of Young Gen-Z and Millennial Travelers who prefer to gain authentic and original travel experiences over shopping and look to explore different types of vacations. We discovered something amazing: Although they are a young tech-savvy and affluent generation who spend a lot of time on social media, and in the gaming world up to 7 hours a week, they are also obsessed and believe in the things that science cannot prove, “SUPERSTITION” such as vows, spiritual tattoos, spiritual worship. Asian tech start-ups have even been known to bless their game servers for luck.
Our strategy is to lure them into Thailand’s Amazing Deep Culture on a gaming platform with superstitious content.
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THE EXECUTION & CRAFT :
Home Sweet Home Episode 2, a horror-adventure game, was created to highlight Thailand’s Amazing Deep Culture. Actual Thai destinations, beliefs, superstitions, folklore and objects are employed as part of the storytelling to engage and educate gamers. As gamers immersed themselves into the platform, they experienced a new dimension of Thailand.
Every time the game is played, more information on Thailand’s deep culture could be discovered on TAT’s website which features deep culture of Thailand such as Spirit Houses, Monk Chants, Spiritual Amulets, etc. Thus, the game acts as a de facto spiritual guide to traveling through Thailand.
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THE RESULT :
The campaign gained tremendous positive sentiments from gamecasters and gamers that this is anentertainingly immersive experience like never before.
On average players spend 18 minutes on a journey into deep culture in the gaming platform
350 million YouTube and twitch views
952 million media impressions
154 million earned media value and rising
Traffic to Tourism Authority of Thailand website up 60x
266% increase in time spent traveling through deep culture on Tourism Authority of Thailand website.
During a time when travel restrictions are still in place around most of the world, people can still explore and learn about Thailand’s Amazing Deep Culture through this game. And as the world reopens to tourism after the pandemic, Thailand will be ideally positioned to welcome back travelers and lead them on a healing spiritual journey.
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