SUB CATEGORY :

FICTION & NON-FICTION FILM: UP TO 5 MINUTES

COMPANY ENTERING :

CHOOJAI AND FRIENDS, BANGKOK

TITLE :

SAMMAKORN NOT SANPAKORN

BRAND :

SAMMAKORN

ADVERTISER :

SAMMAKORN

AGENCY :

CHOOJAI AND FRIENDS, BANGKOK

CHIEF CREATIVE OFFICER :

PHAIRAT UAPHADUNGLERT/PRASIT VITAYAMRIT/
KOMSAN WATTANAVANITCHAKORN

EXECUTIVE CREATIVE DIRECTOR :

PHAIRAT UAPHADUNGLERT/PRASIT VITAYAMRIT/
KOMSAN WATTANAVANITCHAKORN

CREATIVE DIRECTOR :

CHAVANON TANTISIRISERANEE

ART DIRECTOR :

PONGPITCH PONGPRIRYAKARN

COPYWRITER :

CHAVANON TANTISIRISERANEE/ROJJANUN RONASEN

AGENCY PRODUCER :

CHAINARONG WATTANATHANAKU

ACCOUNT MANAGER :

NARUPORN KALAYANALARP

ACCOUNT EXECUTIVE :

PANPAILIN NETPECH

STRATEGIC PLANNING DIRECTOR :

BOONCHAI SUSURIYAYOTHIN

STRATEGIC PLANNING MANAGER :

PARINDA KAMOLNITHI

MEDIA AGENCY :

CHAO TOE CO.,LTD./BANGKOK, BANGKOK

MEDIA PLANNING DIRECTOR :

CHANATSADA VORASRI

MEDIA PLANNING MANAGER :

CHANATSADA VORASRI

MEDIA PLANNER :

CHANATSADA VORASRI

FILM PRODUCTION COMPANY :

PHENOMENA, BANGKOK

DIRECTOR :

THANONCHAI SORNSRIWICHAI

DIRECTOR OF PHOTOGRAPHY :

SUTTHICHAI LUANGAMORNLERT

CAMERAMAN :

NOPPORN AMORNSURAVITKIJ

GAFFER :

PHONGTHEP PHUSAWANG

ASSISTANT DIRECTOR :

BEAM PHADUANGCHAROEN

FILM PRODUCER :

PLOYCHAYAPHA PHANJIRANOM

PRODUCTION MANAGER :

SANI NIRAT

CASTING :

RODJANIN ZOOPREEM MAYTHINTANASAP

WARDROBE :

JATURONG YUYA

HAIR & MAKE-UP :

PINRAYA PRAMUAL

POST-PRODUCTION COMPANY :

MATAD CO., LTD., BANGKOK

EDITOR :

SIPPANART ORANSARIKUL

COLORIST :

SARAYOUTH PHUKSAWATTANACHAI

SOUND PRODUCTION COMPANY :

BANANA SOUND STUDIO, BANGKOK

MUSIC COMPOSER :

TERDSAK JANPAN

CAMPAIGN SUMMARY :

Sammakorn NOT Sanpakorn
The Self-Mocking Campaign of an unlucky brand whose name is similar to tax collector.
Background :
In Thailand, name confusion is a big common problem.
A female actress was bombarded with negative comments on social media
because she was confused with suspects who had the same name.
The confusion about names has gone too far that famous singer had to clarifies she is still alive
because she was confused with her namesake dugong who just died.
Sammakorn, the housing developer, was unlucky in that its name is similar to the Revenue Department.
People often confused Sam-ma-korn with San-pa-korn.
The confusion was so bad that People messaged Sammakorn's social media accounts, asking about tax filing.
Even their employees were confused with tax collector
Idea :
To address this issue, we create self-mocking campaign start with film, telling the story of a frustrated Sammakorn employee who had to deal with repeated cases of confusion because people thought Sammakorn was Sanpakorn, a Thai revenue department. She tried various methods to solve the problem, but nothing seemed to work. So finally, she let out all her repressed emotions. This film asking for sympathy and reminding people that Sammakorn sells houses. And, because name confusion is a common pain, we also further push the topic to social by inviting people to share their experiences.
Result :
7.6M+ Views and 4M+ engagements.
Many people shared their name confuse experiences, over 40 influencers and other brands also got involved.
From a confusing name to a brand people recall and actively seek, 82.6% increased Brand Search Volume
This growth rate was the number 1 real estate brand in Thailand.

CREATIVITY/IDEA/INSIGHT :

Idea :
To address this issue, we create self-mocking campaign start with film, this film asking for sympathy and reminding people that Sammakorn sells houses. And, because name confusion is a common pain, we also further push the topic to social by inviting people to share their experiences.

STRATEGY :

In Thailand, name confusion is a big common problem.
A female actress was bombarded with negative comments on social media
because she was confused with suspects who had the same name.
The confusion about names has gone too far that famous singer had to clarifies she is still alive
because she was confused with her namesake dugong who just died.
Sammakorn, the housing developer, was unlucky in that its name is similar to the Revenue Department.
People often confused Sam-ma-korn with San-pa-korn.
The confusion was so bad that People messaged Sammakorn's social media accounts, asking about tax filing.
Even their employees were confused with tax collector.

EXECUTION :

The campaign start with film, telling the story of a frustrated Sammakorn employee who had to deal with repeated cases of confusion because people thought Sammakorn was Sanpakorn, a Thai revenue department. She tried various methods to solve the problem, but nothing seemed to work. So finally, she let out all her repressed emotions. This film asking for sympathy and reminding people that Sammakorn sells houses. And, because name confusion is a common pain, we also further push the topic to social by inviting people to share their experiences.

RESULT :

7.6M+ Views and 4M+ engagements.
Many people shared their name confuse experiences, over 40 influencers and other brands also got involved.
From a confusing name to a brand people recall and actively seek, 82.6% increased Brand Search Volume
This growth rate was the number 1 real estate brand in Thailand.

URL 1 :

https://fb.watch/oBry5_z4Iw/

URL 2 :

https://www.youtube.com/embed/VzdXzbcMfEk

URL 3 :

https://www.tiktok.com/@sammakorn/video/7287929979654950146?is_from_webapp=1&sender_device=pc&web_id=7175901137332962817