Category: Best Integrated Campaign Led by Promotion and Activation
Advertiser: CEREBOS (THAILAND)
Product/Service: BRAND'S VETA
Agency: IPG MEDIABRANDS
Senior Marketing Manager: Boonlert Sooksereesup (Cerebos (Thailand))
Brand Manager: Kulrat Sribuathong (Cerebos (Thailand))
Business Associate Director: Kuntima Kitcharoen (Ensemble)
Business Group Head: Kruamas Suriya (Ensemble)
Strategist: Warayut Nualkhao (Ensemble)
Media Planning Manager: Aakriimar Chernpipatthanasakul (Prakit Holdings Public)
Media Planning Supervisor: Arunee Yaemphaeng (Prakit Holdings Public)
Media placement: TV Campaign 1 Version - Free TV: Ch.3, 5, 7, 9, BTS Transits - July 1st, 2011
Media placement: Escalator Ad - BTS Transits - July 1st, 2011
Media placement: Poster - 12 Universities, Tutorial Schools - July 1st, 2011
Media placement: TV Scoop 7 Episodes - Cable TV: True Music - July 11th, 2011
Media placement: Leaflet - 12 Universities, 16 Schools, 1 Target Hangout - July 11th, 2011
Describe the objective of the promotion.
During Q1, 2011, Veta Brand had issues with brand preference as well as their advertising not doing well in delivering the product benefit and brand positioning. The ads were taken off air. At the same time, its competitor, Scotch Puree, used popular Korean Pop bands to promote their brand and it hit the right target on the spot. This eventually led them to take a large amount of share. The big challenge then is to come up with an ad hoc campaign to communicate the product benefits, create brand preference and engagement all under 1 month of lead time.
Describe how the promotion developed from concept to implementation.
Veta Shining Star Campaign is the first of its kind to seek out star students from Top 10 universities in Thailand to represent modern females with great looks and abilities which our core target would like to be. These idols help shared techniques in beauty and health of their bodies, skin, and eyes. This serves as inspiration to other girls out there, suggesting that they could be as beautiful and perfect as these university stars by drinking Veta daily. The campaign was promoted via Tactical TVC, TV tie-in, TV Filler, OOH Media, Campus Roadshows, FB and Online.
Explain why the method of promotion was most relevant to the product or service.
This campaign enabled Veta to truly unlock the secret of looking great for our targets and make them feel involved by choosing the top university star to be our brand ambassador as well as having the chance to win many great prizes like iPads on a weekly basis via the Facebook page. The page also contains the beauty tricks and techniques from these university stars who are the genuine fans of Veta. Product samplings were held at various campuses and high schools via a roadshow. Online touch points such as Banner Ads and Facebook were also utilised to capture the targets.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Veta brand could raise +4% market share during this ad hoc campaign period.
The results are:
Total fan-page : 51,570 (within 1 month of the launch exceeding 6,000 beating its main competitor, Scotch Puree, since the first day of the launch) Ranked No.3 in beverage category at that time.
Total post views : 1,821,634
Total comments : 56,428
Score has grown to 170,767 votes in 1 month
Good feedback on product via discussion on the wall of the page. Real users shared positive product experiences generating great word of mouth.