Tesco Lotus: Taxi

Credits & Description:

Brand: Tesco Lotus
Advertiser: Ek-Chai Distribution System Co., Ltd.
Agency: The Leo Burnett Group Thailand, Bangkok
Chief Creative Officer: Sompat Trisadikun
Executive Creative Director: Keeratie Chaimoungkalo
Creative Director: Ariyawat Juntaratip
Copywriter: Pathida Akkarajindanon
Art Director: Sarut Yungcharoen/Keeratie Chaimoungkalo/Ariyawat Juntaratip/Sompat Trisadikun
Account Management Director: Samira Thancharoenkit
Account Manager: Vorakamol Arayatrakullikit
Account Executive: Tisirind Rochanapruk
Agency Producer: Rungrudee Chinpratan
Film Production Company: Hub Ho Hin Bangkok, Bangkok
Director: Woottidanai Intarakaset
Film Producer: Prakasit Patrathiranond
Post-Production Company: Hub Ho Hin Bangkok, Bangkok
Editor: Penkhae Jiaranai
Post Producer: Patcharee Sakunruangwat
Sound Production Company: Wild At Heart, Bangkok
Sound Engineer: Preeda Kanbutr/Nakorn Kositpaisarn
Assistant Sound Engineer: Kanin Upanun
Sound Studio Producer: Amornbhong Methakhunvudh
Music Composer: Patthamon Pongchaiprasert
The Brief: To Build And Nurture Tesco Lotus Brand Affinity During Mothers Day In Target Market Of Thai Housewives Aged 20-45 [Sec B To C] Within Metropolitan Area. Since August Is The Queens Birthday And Equivalent To Mothers Day, This Year Tesco Lotus Would Like To Do Something Different And Put More Emphasis And Importance To The Month Of Women.
The Strategy: With Todays Fast Pace Lifestyle, People Tend To Overlook The Importance Of Mother Day. So This Mothers Day We Want To Trigger And Reminded People To Show Appreciation To The Sacrifices Made, The Blood, Sweat, And Tears Shed. We Believe That At Times Women Have To Climb Higher And Walk Further Than Men In Order To Provide For Their Families. We Believe That Every Woman In This World Has This Powerful Instinct Within Them, Ending With Our Key Message That “We Believe In The Power Of Mothers Love”.
The Execution: A Viral Film That Illustrates The Life Of A Parent Willing To Do Anything For The Well-Being Of Their Child. A Life On The Road As A Taxi Driver, With No Knowledge Of What The Future Holds. The Driver Must Overcome And Endure The Hardships Faced During Work To Survive And Provide Day-To-Day. The Movie Plot Twists At The End Revealing That The Taxi Driver Is In Fact, A Woman, Conveying The Message That Women Can Achieve Just As Much As Men Can, Sometimes Even At A Greater Price, To Do The Things That Strong Women Do.
The Result: As A Result, With The Online Budget Of Only 500,000 Baht, This Campaign Received A Massive Pr Coverage From Both Domestic And Overseas. Over 100 Websites Have Written And Shared The Campaign And Over 4,500,000 Views Through Various Channels And Platforms. Ultimately, The Campaign Has Helped Strengthen The Love Between Sons, Daughters And Their Mothers As Well As The Love Between Thai Families And Tesco Lotus.