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  • SUB CATEGORY :
    USE OF SOCIAL MEDIA & EARNED MEDIA
  • COMPANY ENTERING :
    THE LEO BURNETT GROUP THAILAND, BANGKOK
  • TITLE :
    IN A RELATIONSHIP WITH LOTUS'S
  • BRAND :
    LOTUS’S
  • ADVERTISER :
    LOTUS’S
  • AGENCY :
    THE LEO BURNETT GROUP THAILAND, BANGKOK
  • CHIEF CREATIVE OFFICER :
    SOMPAT TRISADIKUN
  • EXECUTIVE CREATIVE DIRECTOR :
    PARUJ DAORAI/SANTI TUBTIMTONG
  • CREATIVE GROUP HEAD :
    NAREERAT PHIYASUPORNKUL
  • ART DIRECTOR :
    LUCKSAMON BOONTHEPPRATA/SOMPAT TRISADIKUN
  • COPYWRITER :
    RUNGRAVEE CHOAKPATTANAPONG
  • AGENCY PRODUCER :
    RUNGRUDEE CHINPRATAN
  • ACCOUNT MANAGEMENT DIRECTOR :
    RATHAWAN SUKANAKE
  • ACCOUNT DIRECTOR :
    APIRAT LEERATTANAKACHORN
  • ACCOUNT MANAGER :
    PRADANAI NATEPRASERTKUL
  • STRATEGIC PLANNER :
    PRAEWPAKORN CHUMSAI NA AYUDHAYA
  • MEDIA AGENCY :
    MINDSHARE, BANGKOK
  • CAMPAIGN SUMMARY :
    After Thailand’s longest COVID lockdown, Lotus’s, the country’s largest supermarket chain, wanted to help Thai people save as much money as they could by offering the biggest sale event of the year. We must push the discount beyond any sale event we ever had. We realized that we could not do it alone. We needed to work together with all the big brands in Thailand, to form a partnership and commit to the biggest discount ever. Our customers should feel that everyone is trying to help them all they can, beyond just Lotus’s, to build positive vibe for Thai society. We need something to signify strong partnership in this mission to help Thais save money. With just Facebook platform as our main media, “In A Relationship with Lotus’s” successfully generated wide-spread awareness and massive positive conversations about our biggest sales event.
  • THE BRIEF :
    We wanted to spread awareness about Lotus’s biggest sale event, and spark conversations about it in a way we had never done before. We must convince our audience that this event offered bigger discount than any other event they experienced before.
  • THE STRATEGY :
    We chose to communicate with our target audience where most of them are, in Facebook. Because it is a great platform for engagement, and it has an ability to generate conversation to spread awareness virally. Our strategy was to trigger a perception which convinced our target audience that most big consumer brands in Thailand were exclusive partners of Lotus’s. And all of them committed to give customers deeper price cut than other previous sale events.
  • THE EXECUTION :
    We hijacked a simple Facebook tool, ‘the relationship status’, and used it to announce Lotus’s exclusive partnership with big brands in Thailand. Thai Facebook audience were surprised when all the big brands’ Facebook pages in Thailand posted their relationship status as “in relationship with Lotus’s”. This, for Thai people, meant serious commitment in partnership. We then followed by announcement of the purpose of this relationship, the highest commitment to offer the biggest discount ever for Thais, by 40 CEOs who partnered up in this sale event.
  • THE RESULT :
    These relationship statuses became big news created viral effect awareness and generated massive positive conversations about our biggest sales event. 89+M earned impressions 240+M total impressions 1,300% higher engagement compared to previous campaigns’ average. 99% positive sentiment It highly contributed to Lotus’s being ranked No.1 Beloved Customers in 2021 by Oxfam Thailand.