SUB CATEGORY :

GUERRILLA MARKETING & STUNTS

COMPANY ENTERING :

THE SOUR BANGKOK CO., LTD., BANGKOK

TITLE :

THE HIDDEN SPONSORSHIP TENT

BRAND :

SANGSOM

ADVERTISER :

SANGSOM

AGENCY :

SOUR BANGKOK, BANGKOK

MANAGING DIRECTOR :

PIMMARD LEENUTAPHONG

EXECUTIVE CREATIVE DIRECTOR :

DAMISA ONGSIRIWATTANA

CREATIVE DIRECTOR :

NOPPARATH EKSUWANCHAROEN

ART DIRECTOR :

DAMISA ONGSIRIWATTANA/NOPPARATH EKSUWANCHAROEN/
MONTOL KAWJANG/PRATCHAYA BUNSIRI

COPYWRITER :

PADCHA TANVIRUCH/LACKSANAPATR SIRICHAIJUMNONG

AGENCY PRODUCER :

WUTTIPON THANOPAJAI/KHANTHIDA PHETHAI

DESIGNER :

MONTOL KAWJANG/PRATCHAYA BUNSIRI

INTERN :

APARAT TANGCHITNOB/NANTAKORN PINITKIJWAT

ACCOUNT DIRECTOR :

SOMRUETAI SANCHAYAKORN

ACCOUNT EXECUTIVE :

SUCHEEWA SUKCHAIRUNGSAN

MARKETING COMMUNICATION DIRECTOR :

NAPAS WARASESTASAK

MARKETING COMMUNICATION MANAGER :

RATTANAKORN SOMPRASOPSUK

PLANNER :

PANICHA PRASITANOND

MEDIA BUYER :

GUNWARA OSATHANOND/RAMIDA CHITTRAGORN

MEDIA PERFORMANCE SPECIALIST :

NATTHANICHA PUNAKAPUTRA

MEDIA AGENCY :

SOUR BANGKOK, BANGKOK

PR AGENCY :

SOUR BANGKOK, BANGKOK

PRINT PRODUCTION COMPANY :

COLLAB CO.,LTD., BANGKOK

MANIPULATION EXPERT :

CHOOTSANA CHOTCHUANG

TENT PRODUCTION :

CAMPAC INTERNATIONAL

CAMPAIGN SUMMARY :

Thailand has the world’s highest number of music festivals – 49 a year!
But Sponsorships are dominated by a few global and giant alcoholic brands.
Even worse, they strictly ban rival logos on their festival grounds.
Making it even harder for SangSom, Thais’ favorite local rum brand to reach party goers.

How can SangSom subvert the monopoly of these big brands to get close to our New Gen consumers?

Introducing...The world’s first tent that sneaks into music fest Sponsorship right under the noses of the other bigger brands!
A special design originating from the brand’s “Full Moon” trademark. We promote our Moon Tent as a hot item that all party-goers will want to pitch to every festival and everywhere, right by the water, high up in the mountains or at beach festivals. SangSom’s Moon Tent hijacks sponsorship visibility in music festivals across Thailand, of course without breaking the law on alcohol ads.

THE BRIEF :

Thailand has the world’s highest number of music festivals – 49 a year!
But Sponsorships are dominated by a few global and giant alcoholic brands.
Even worse, they strictly ban rival logos on their festival grounds.
Making it even harder for SangSom, Thais’ favorite local rum brand to reach party goers.

How can SangSom subvert the monopoly of these big brands to get close to our New Gen consumers?

THE STRATEGY :

For Thai people, music festivals are not just for concerts, but also the happening outdoor events.
So, we discovered that there’s one thing Thai festival-goers can’t live without: ‘A tent!’
This is a chance for SangSom, known to Thais as “Full Moon”, to hijack big-brand sponsorships with our “Moon”.

THE EXECUTION :

The world’s first tent that sneaks into music fest Sponsorship right under the noses of the other bigger brands!
A special design originating from the brand’s “Full Moon” trademark. We promote our Moon Tent as a hot item that all party-goers will want to pitch to every festival and everywhere, right by the water, high up in the mountains or at beach festivals. SangSom’s Moon Tent hijacks sponsorship visibility in music festivals across Thailand, of course without breaking the law on alcohol ads.

THE RESULT :

- Our Moon Tent has been requested by influencers and became “the IT thing” of the year! Even the godfather of Thailand’s biggest music festival wants one of our tents at his outdoor concert!
- From “hidden sponsorship”, netizens turn our “moon” logo into an unhidden sponsor.
- 90% brand visibility increase per day
- 35 millions Reach
- 36.47 millions Bath free PR value