Category: Best Sponsorship or Partnership Campaigns
Advertiser: SINGHA CORPORATION
Product/Service: SINGHA GLOBAL SPONSORSHIP OF MANCHESTER UNITED FC
Agency: THE LEO BURNETT GROUP THAILAND
Chief Creative Officer: Sompat Trisadikun (The Leo Burnett Group Thailand)
Executive Creative Director: Keeratie Chaimoungkalo (The Leo Burnett Group Thailand)
General Manager/Alpha 245: Thipayachand Hasdin (The Leo Burnett Group Thailand)
Creative Director: Adulwit Chawala (The Leo Burnett Group Thailand)
Art Director: Puttisak Sanvisate (The Leo Burnett Group Thailand)
Art Director: Sompat Trisadikun (The Leo Burnett Group Thailand)
Copywriter: Fuad Ahmad (The Leo Burnett Group Thailand)
Group Account Director: Sopida Vaitayanone (The Leo Burnett Group Thailand)
Account Manager: Thanyaporn Teeraprapha (The Leo Burnett Group Thailand)
Account Manager: Veerisa Pornprerdprai (The Leo Burnett Group Thailand)
Agency Producer: Sompetch Nuntasinlapachai (Triton)
Film Director: Sihabutr Xoomsai (Triton)
Director Of Cinematography: Assada Sreshthaputra
Editor: Yingyos Somjitsakul (The Leo Burnett Group Thailand)
Editor: Jirateep Sangsuwan (The Leo Burnett Group Thailand)
Senior Activation Creative Planner: Salawit Suviporn
Marketing Director: Chutchai Wiratyosin (Singha Corporation)
Sport Advisor: Jaturon Himathongkam (Singha Corporation)
Advertising Manager: Amornpon Lerdhirunpaiboon (Singha Corporation)
Relationship Executive: Alex Remmington (Manchester United Fc)
Media placement: Viral Clip - Online - 8 November 2011
Media placement: Tie-In Programs (6 Times) - Free TV - 12 November 2011
Media placement: TVC Spot - Free TV - 12 November 2011
Media placement: LED Digital Board Message - Broadcast Globally - 24 November 2011
Media placement: Thailand, Be Strong Auction Event - Local Event Hall - 22 December 2011
Media placement: P5. Post PR News Clipping / TV Scoop / TV / Cable - Press / Magazine - 11 December 2011
Describe the objective of the promotion.
The 2011 flooding in Thailand affected 13.6m people, across 65 out of Thailand’s 77 provinces. The entire country was traumatised, and its people were in a state of shock as they tried to cope with evacuations, property damage, and the emotional toll of an overwhelming natural disaster. News media and conflicting reports from the government increased the anxiety of the Thai people, who were already stressed out, uncertain, and afraid. The Thai people needed some positive encouragement and support to help them keep fighting, and to remind them that no matter what, Singha as a brand will support Thais to get them back on their feet.
Describe how the promotion developed from concept to implementation.
We began planning by asking who would be the ‘right influencer’ to encourage Thais to keep fighting? We reached out to Manchester United, partner of the Singha Corporation, a football club famous for its indomitable spirit. We asked them to deliver a message to Thais. The team was the perfect choice to express our creative idea:
“Kon-Thai-Su-Su”, means “Thailand, Be Strong.”
We flew to Manchester to film messages supporting Thais during the floods. The video appeared online, on TV, and on the LED board at Old Trafford Stadium. The squads donated used match kits for an auction benefiting Thai flood victims, helping to raise money and international awareness of the flooding in Thailand.
Explain why the method of promotion was most relevant to the product or service.
The Singha Corporation of Thailand wanted to create a campaign encouraging the Thai people to stay strong and keep fighting through the worst of the floods. This iconic Thai company wanted to serve its target audience by helping wherever it could. Singha quickly moved to donate bottled water to flooded communities, but the company realised that beyond its work on the ground, it needed to step up and create a positive act that helped the Thai people overcome the emotional trauma of the floods. The brand decided to promote and encourage the fighting spirit of the Thai people.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The “Thailand, Be Strong” viral clip was viewed over 100,000 times overnight upon its release.
The LED digital board at Old Trafford Stadium reached over 100m people globally through television broadcasts, giving the campaign free media exposure valued at €2.9m.
The “Thailand Be Strong” auction sponsored by Singha raised over 4m Thai Baht for flood victims.
The campaign earned free media & PR coverage in Thailand valued at 12m Thai Baht.