Mitr Phol: Message From Sugarcane

Credits & Description:

Client: Mitr Phol Group
Product: Ethanol Business
Entrant: Cj Worx Bangkok, Thailand
Idea: Cj Worx Bangkok, Thailand
Contributing: Spore Bangkok, Thailand
Production: Kratai Tuentua Bangkok, Thailand
Editor: Mar 14 2016 12:00am
Cinematography: Panit Jirawattanaaunt (Kratai Tuentua Co.,Ltd)
Client Service: Tanut Kliinkesorn (CJ WORX Co., Ltd.)
Chief Creative Officer: Saharath Sawadatikom (CJ WORX Co., Ltd.)
Planning Director: Jipattikal Panikbutr (CJ WORX Co. Ltd)
Client Service: Pinpinat Piyatataungvara (CJ WORX Co., Ltd.)
Creative Director: Kavin Sitsayanaren (CJ WORX Co., Ltd.)
Art Director: Jutarat Kongton (CJ WORX Co., Ltd.)
Copywriter: Salas Supalakwatchana (CJ WORX Co., Ltd.)
Copywriter: Monkanok Panusittikorn (CJ WORX Co., Ltd.)
Producer, Project manager: Kamonluck Mungwattana (CJ WORX Co., Ltd.)
Producer: Amornpol Jeamwongsirikul (Kratai Tuentua Co.,Ltd)
Director: Pagorn Jungrungruang (Kratai Tuentua Co.,Ltd)
Editor: Wisarut Deelorm (Kratai Tuentua Co.,Ltd)
Sound Engineer: Tongtae Tongma (MellowTunes Co.,Ltd)
Social Media URL: https://www.facebook.com/Thair...
Describe the campaign/entry:
Sugarcanes are the most essential Ethanol ingredient. So we design to help them expressing their gratitude through letters using their own handwriting. The letters were given directly to customers of Ethanol at patrol stations throughout Thailand.
Execution:
The written process happened on a sufficiently windy day. Hundred thousands of sugarcanes were armed with black pens, and they were allowed to freely draw their messages without any direction. The results are letters that were purely and uniquely painted by the sugarcanes expressing the message of gratitude. After that, we used over 150 petrol stations as free media channels to deliver the letter to customers of Ethanol energy. The live event covered the period between 14 March - 30 May 2016, and over 100,000 grateful letters were delivered to Thai people. This drove an even more massive discussion on social, People passionately shares on various media, from the big name celebrities to, every Thai person.
Tier 1 : 200% earn visibility & coverage : Massive Awareness 35 millions IMP, 18 millions reach
Tier 2 & 3 : Actively Engage with audience 734,152 Engagements ( 70% above KPIs), 2 millions video & contents views. (130% above KPIs) / Massive conversations of the new understandings of “Ethanol, the energy of the nations” in all 3 main angels we aim for 1.Sugarcane, the origin of Renewable energy 2.Ethanol, Renewable energy that truly benefits to related parties 3. New perception of end benefit of “RENEWABLE ENERGY”, provided by Mitr Phol.
The Situation:
Thai people don’t understand the significant nor the pride of using our national renewable energy. This campaign aims to improve Thai people’s understanding about ethanol energy and encouraging them to become proud switchers. We chose to give ethanol users handwritten letters to thank them for choosing ethanol energy. However, the letter came with a twist. Instead of human, the letters were written by the true heroes of ethanol production, the sugarcanes. Despite the low investment, the novelty and the intimacy of the medium touched consumers’ hearts, and the campaign received free media impressions from social medias to national television programs.
The Strategy:
We would induce a sense of pride among the Ethanol users by educating them the real benefits of Ethanol that would sincerely benefits to 1.Surrounded People 2.The Real Communities And 3.Whole Country Beneficiaries. And we choose emotional approach to avoid arguments and negative feedback. We have selected target to mass target and teenager to adult. And also media tools Digital PR, WOMON and Influencer that matching with selected fanpages and the campaign to create impact conversations. Digital PR can create engaged content and remind of the brand. Our Campaign had 3 Phases 1.EDUCATE MARKET : Provide content to educate mass audience toward “SUGARCANE” and “RENEWABLE ENERGY” 2.CREATE NATIONAL AGENDA : To create national agenda and trend of Renewable energy 3.BUILD UP BRAND RELEVANCY : Credible insightful contents targeted toward mass to educate them end benefit of “RENEWABLE ENERGY”, provided by Mitr Phol.