Advertiser: MACROPHAR CO.
Agency: THE LEO BURNETT GROUP THAILAND
Category: Ambient Media: large scale
Advertising campaign: PRIORITY SEATING WARNING
Copywriter: Fuad Ahmad (The Leo Burnett Group Thailand)
Art Director: Paruj Daorai (The Leo Burnett Group Thailand)
Deputy Executive Creative Director: Paruj Daorai (The Leo Burnett Group Thailand)
Chief Creative Officer: Sompat Trisadikun (The Leo Burnett Group Thailand)
Copywriter: Sompat Trisadikun (The Leo Burnett Group Thailand)
Copywriter: Onnicha Mekmahan (The Leo Burnett Group Thailand)
Art Director: Paroon Suthaveepramochanon (The Leo Burnett Group Thailand)
Copywriter: Paruj Daorai (The Leo Burnett Group Thailand)
Client Service: Phatphitcha Suksangwarn (The Leo Burnett Group Thailand)
Art Director: Sompat Trisadikun (The Leo Burnett Group Thailand)
Art Director: Annop Khunwong (The Leo Burnett Group Thailand)
Production House: (Chubcheevit Studio)
Executive Creative Director: Keeratie Chaimoungkalo (The Leo Burnett Group Thailand)
Agency Producer: Sarawut Lertkittipaporn (The Leo Burnett Group Thailand)
Editor: Thawisawakorn Seangkaharat (The Leo Burnett Group Thailand)
Client Brief Or Objective
Macrophar wanted to promote it's CoEnzyme Dietary Supplement by emphasizing how their product helped keep people youthful even amidst stressful city life. The product helps bolster people's immune systems and keeps them feeling young and energized, no matter what challenges they face in their daily lives.
Outcome
The campaign became viral. Our website visits increased by 22%. Together with our above the line activities, sales went up by 16%.
Execution
People usually do not think that they look older than their ages. But if someone who are old think that they are younger than them, they might stop and really consider the issue.
Implementation
“Priority Seating Warning”We created a series of tactical stunts across Bangkok in which elderly people using public transportation greeted younger passengers and volunteered to give up their seats. The elderly passengers made a scene giving up their priority seating, and when the younger passengers moved to sit down, they saw a carefully placed sign saying "don't let poor health make you older than you are." These encounters were discreetly filmed and were then posted online, raising interest in the brand and generating a boost in sales.