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SUB CATEGORY :
SMALL BUDGET
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COMPANY ENTERING :
ADAPTER DIGITAL AGENCY, BANGKOK
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TITLE :
OISHI THE MEMEMORABLE PRESENTER
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BRAND :
OISHI
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ADVERTISER :
THAI DRINKS CO., LTD.
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AGENCY :
ADAPTER DIGITAL AGENCY, BANGKOK
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CHIEF EXECUTIVE OFFICER :
ATAWOOT WESARANURAK
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CREATIVE DIRECTOR :
KANTHORN TETCHACHAROENPHANICH
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CREATIVE GROUP HEAD :
NORASIT MASRAT
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ART DIRECTOR :
IRENE INDRAVUDH
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ACCOUNT DIRECTOR :
SUPITCHA EIAMPICHAIRIT
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PROJECT EXECUTIVE :
TAPANAPONG CHALERMKITTICHAI
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CAMPAIGN SUMMARY :
Every summer in Thailand is always the peak time for the best-selling period in the beverage market. And the key to achieving high sales is to organize a ‘lucky draw campaign’ along with utilizing nationally acclaimed presenters to enhance brand visibility and consumer outreach. Oishi, as the number one green tea brand that has been running successful lucky draw campaigns for the past 10 years, decides to bring in a presenter who is nationally recognized by the Thai populace- none other than the boy in an iconic MEME, who has been promoting Oishi for free for 10 years!
We take this opportunity to invite all Thais to join us in searching for the boy in the legendary MEME that everyone loves, to become an Oishi presenter that reinforces our position as the number one brand that gives away prizes continuously and encourage everyone to revisit and engage by submitting the codes to Oishi once again.
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CREATIVITY/IDEA/INSIGHT :
In an era where meme culture is booming, including in Thailand, renowned for being a country full of humor, Oishi is breaking the Thai norm of utilizing nationally famous celebrities and, instead, use the nationally famous meme figure! Oishi officially announces and invites Thai people to search for the boy in the legendary meme who has been advertising Oishi for free for the past 10 years, as well as teaming up with various influencers to help in the search until, eventually, we successfully find the boy and appoint him as our presenter to create new legends together.
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STRATEGY :
Thai people are known for their love of taking chances in lucky draws. Therefore, we invite everyone to be a part of the search for the boy in the legendary meme who has been creating a long-standing free promotion for Oishi. We strategize this through igniting social media posts as well as engaging influencers to join in the search to commemorate the meme’s 10-year anniversary.
Despite not explicitly mentioning the message of “Oishi giving away million-bucks prizes,” people automatically registered for this event without having to overtly advertise the message. The campaign has gained significant attention before an official launch, and received an immediate increase in code submissions after announcing the legendary meme boy as the presenter.
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EXECUTION :
Oishi extends an invitation to everyone who has seen and used the legendary Oishi’s meme of the decade to find the legendary meme boy, and utilizing various influencers to intensify the search. Ultimately, with the power of social media, we tracked down and successfully brought the meme boy on board as our presenter.
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RESULT :
As soon as the campaign launched, the amount of code submissions immediately increased 14%, reaching a total of 450,000 codes submitted (accounted for 25% increase) within just the first 20 days. The campaign concludes with an impressive total of 2 million codes submitted, crowning the Branded Content with 2.4 millions organic reach and 3.6 millions engagement, considering the finest performance of Oishi in 2023.
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ENTRANT MUST CLEARLY INDICATE A BREAKDOWN OF THE BUDGET, WHICH THE TOTAL BUDGET IS UNDER USD 200,000 :
Due to our engagement with the enduring popularity of the legendary meme that has been long-standing for the past 10 years, significant attention immediately occurs once oishi posts a call to find the meme boy and creates a significant social buzz. At the same time, leveraging influencers’ pages further boosts the momentum of the campaign and draws people to collectively join the search with genuine curiosity to learn how the meme boy has evolved over the years. The campaign utilized budgets of a mere 565,412 baht on media and a mere 90,000 baht on production, making it the most cost-effective campaign of the year, yet generating the best results.
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