SUB CATEGORY :

CUSTOMER ACQUISITION & RETENTION

ENTRANT COMPANY :

GREY (THAILAND) LTD., BANGKOK

TITLE :

SAD KAMA-CHAN

BRAND :

BAR B Q PLAZA

ADVERTISER :

FOOD PASSION

AGENCY :

GREY THAILAND, BANGKOK

CHAIRMAN :

KANAPORN HUTCHESON

CHIEF EXECUTIVE OFFICER :

KANOKKORN SEEHAPAN

CHIEF CREATIVE OFFICER :

SOMPAT TRISADIKUN

EXECUTIVE CREATIVE DIRECTOR :

JIRADEJ PENGLENGPOL

CREATIVE GROUP HEAD :

SIRIKORN RUNGRUENGDECHAPHAT

ART DIRECTOR :

ATTHAPONG RAKKHATHAM

COPYWRITER :

JIRACHAYA RENGMUKDA

AGENCY PRODUCER :

KAMONLUCK MUNGWATTANA/KRITTIKA JINDASIRI

ANIMATOR SPECIAL EFFECTS :

RONNAKORN PHANTAWONGSUPAKOR

BUSINESS STRATEGY DIRECTOR :

NAVINDA KITTISUBKUL

ACCOUNT MANAGEMENT DIRECTOR :

VORAWAN KAEWKET

ACCOUNT MANAGER :

THANIT WONGSUDTA

STRATEGIC PLANNER :

JIDAPA TANSUTAT

CAMPAIGN SUMMARY :

Bar B Q Plaza has been a favorite barbecue restaurant among Thai people for over 37 years. However, with the recent emergence of many new barbecue restaurants that have taken a share of the market, our sales have declined.
So, how can we remind fans of the good time they experience during every meal at Bar B Q Plaza and bring them back to our restaurant with the smallest and most effective budget.

CREATIVITY/IDEA/INSIGHT :

We turned Kama-Chan, the iconic smiling fish ball in every dish, into a frowning "Sad Kama-Chan" to express a sense of abandonment. 


STRATEGY :

As current users declined and shifted to other barbecue restaurants, we introduced small, low-cost changes. To turn product into new media and create online conversations that sparked organic word-of-mouth, reactivating former customers and revitalizing brand loyalty.

EXECUTION :

We served Sad Kama-Chan fish balls without any prior announcement, sparking curiosity among diners. This prompted them to share photos on social media, creating a viral sensation. Soon, customers began requesting the return of the original smiling Kama-Chan. In response, our CMO announced that if customers visit our restaurant and achieve the set goal, Kama-Chan will regain her usual cheerful smile.

RESULT :

The image of Sad Kama-chan quickly gained attention, bringing Bar B Q Plaza fans back to the restaurant, resulting in an immediate increase in sale.

A face of Sad Kama-chan created a conversation across the social media. Bar B Q plaza fans discussed on this used-to-be smiley face and how they miss that guy. Bar B Q Plaza responded by the declaration from CEO, explaining Kama-chan's sadness and promised to restore the joy of dining for everyone.

ENTRANT MUST CLEARLY INDICATE THE NUMBER/QUANTITY OF THE INCREASE IN NEW CUSTOMER ACTIVITIES OR THE NUMBER OF RETAINED CUSTOMERS :

230k online conversations overnight
80% brand lifted in a month
38% registered member growth
14% sales increase