Asia | WARC

YouGov Ad of the Month – Thailand: Foodpanda

Opinion • BrandIndex, May 2020

During April, food delivery platform Foodpanda is the brand that has achieved the highest uplift in its Ad Awarenes.

Case Study • Pirapak Wipawawong, Wasin Pothikasem, Jiraporn Dechraksa, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Bangchak the energy company used a feel-good story of a local eatery to create brand love among a mass audience in Thailand.

Koala's March Cocoa Vanilla: Leaning Tower of Black Koala's March

Case Study • Kongpope Siriwattanagarn, Tanachai Sutthisareesakul, Nattanyaporn Jiragoontansiri, WARC Awards, Entrant, Effective Social Strategy, 2020

Koala's March, the Japanese biscuit brand, used a fun online challenge to launch a new flavour to teens in Thailand.

The Alzheimer Foundation of Thailand: MEMO_o_ke

Case Study • Kongpope Siriwattanagarn, Tanachai Sutthisareesakul, Nattanyaporn Jiragoontansiri, WARC Awards, Entrant, Effective Innovation, 2020

Health organisation The Alzheimer Foundation of Thailand created a tool to help slow the rise of Alzheimer's disease in Thailand.

Brand’s Essence of Chicken: Brand's Summer Camp – Fast Track Your Future

Case Study • Witarinee Nitiwanakun, Roxanni Garcia, WARC Awards, Entrant, Effective Use of Brand Purpose, 2020

Health supplement Brand's Essence of Chicken used digital media and influencer content to relaunch its Brand's Summer Camp educational tutoring programme in Thailand.

Sunsilk: Hair Talk

Rankings • WARC Effective 100, 2020

Sunsilk, a haircare brand, connected with its millennial audience in Thailand thanks to a viral film which prompted the brand's 13.1% growth.

K Plus: FACE/OFF

Rankings • WARC Creative 100, 2020

KASIKORNBANK, a banking brand, made its mobile banking app, K Plus, viral by reminding Thai people that change can be good.

Netflix: Narcos - The Censor's Cut

Rankings • WARC Creative 100, 2020

Netflix, the video streaming subscription service, promoted its explicit series Narcos: Mexico in Thailand by self-censoring its trailer.

Scotch: The Miracle Begins

Case Study • Chaivut Eiamvuthikorn, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2019

Health-drink brand Scotch increased brand awareness in Thailand and boosted market share of its drinkable bird's nest essence through long-form storytelling content.

Unilever: Share of voice to share of consumer data

Case Study • MMA Smarties, Finalist, APAC, 2019

FMCG giant Unilever partnered with internet specialist Line Corp to improve its customer data collection and personalise its brand communications in Thailand.

Elicitation of salient brand emotions in Western and East Asian markets: The role of elicitation context

Article • Alexander Jakubanecs, Magne Supphellen, Alexander Fedorikhin, Hege Mathea Haugen, and Njål Sivertstøl, International Journal of Market Research, Vol. 61, No. 5, 2019, pp. 518-533

The objective of this article is to show the effects of the use of Free Association Technique on the excitation of brand emotions and functional associations across a Western and an East Asian culture as well as to identify and test underlying mechanisms.

Voiz: The Secret

Case Study • Pinyada Napathorn, Isaree Piriyakiatsakul, WARC Prize for Asian Strategy, Entrant, 2019

Voiz, the waffle and biscuit brand, in the face of intense competition and a crowded market, maintained its market share and shelf space and increased the price of its product by using social media to stand out to its teen audience.

SB Design Square Furniture: 50 shades of being relevant to young home owners

Case Study • Ashik Ashokan, Ekaluck Charanvas, Ponghatai Sreesing, Panchalit Petchwarathorn, WARC Prize for Asian Strategy, Entrant, 2019

Furniture brand SB created a multichannel campaign based on the Fifty Shades of Grey film franchise to sell its SBDS design services to audiences in Thailand.

Babi Mild: My Beloved Monster

Case Study • Sasirapat Sibunruang, Sawanya Pattananarak, WARC Prize for Asian Strategy, Entrant, 2019

Babi Mild, the mother and baby care brand, showed Thai mums it cared by addressing unfair criticisms of mums' child-rearing methods, using an online campaign that successfully encouraged tolerance and understanding.

FWD Insurance: Everyday Heroes

Case Study • Adrian Tso, WARC Prize for Asian Strategy, Entrant, 2019

Insurance brand FWD used an emotionally relevant and impactful campaign to reconnect with consumers in Hong Kong, Thailand and the Philippines.

Danish Cancer Society & Trygfonden: Help A Dane

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

The Danish Cancer Society and TrygFonden, the Danish health and safety non-profit organisation, encouraged Danes to use sun protection by making an appeal to destination countries.

Sunsilk: Hair Talk

Case Study • Cannes Creative Lions, Bronze, Creative Effectiveness Lions, 2019

Sunsilk, a haircare brand, connected with its millennial audience in Thailand thanks to a viral film which prompted the brand's 13.1% growth.

KASIKORNBANK: Friendshit

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Kbank, a bank, entered Thailand's popular culture with its online film, which also increased its mobile banking users from 5.6 million to 9 million.

Thailand is at ease with omnichannel marketing

News • 07 June 2019

Marketers in Thailand are among the most confident in Southeast Asia when asked about their companies’ approach to omnichannel marketing, a recent survey has found.

Fineline: Fineline For Fashion

Case Study • Sasirapat Sibunruang, WARC Awards, Shortlisted, Effective Content Strategy, 2019

Fineline, a Thai laundry care brand, succeeded in standing out in an overcrowded market by repositioning the brand to appeal emotionally, via self-image and fashion, and growing brand value.

Virgin Active Thailand: CPROBIC

Case Study • Predashanok Isarangura, Suthisak Sucharittanonta, Anuwat Nitipanont, WARC Awards, Entrant, Effective Use of Brand Purpose, 2019

Virgin Active, the gym chain, created an exercise class to help people in Thailand learn how to save lives with CPR.

Baby Mild: My Beloved Monster

Case Study • Sawanya Pattananarak, WARC Awards, Entrant, Effective Social Strategy, 2019

Babi Mild, the mother and baby care brand, showed Thai mums it cared by addressing unfair criticisms of mums' child-rearing methods, using an online campaign that successfully encouraged tolerance and understanding.

Voiz: The Secret

Case Study • Pinyada Napathorn, Isaree Piriyakiatsakul, WARC Awards, Entrant, Effective Social Strategy, 2019

Voiz, the waffle and biscuit brand, in the face of intense competition and a crowded market, maintained its market share and shelf space and increased the price of its product by using social media to stand out to its teen audience.

Mercedes-Benz Vans: The Universal Language of Pain

Case Study • Predashanok Isarangura, Suthisak Sucharittanonta, Anuwat Nitipanont, WARC Awards, Entrant, Effective Innovation, 2019

Mercedes-Benz, the vehicle manufacturer, created a set of symbols for pain to assist the medical community in Thailand, building a connection with users of its Sprinter van model.

Samsung: Predict to Prevent

Case Study • Predashanok Isarangura, Suthisak Sucharittanonta, Anuwat Nitipanont, WARC Awards, Entrant, Effective Innovation, 2019

Samsung, the technology company, developed a predictive text tool to help sufferers of depression in Thailand.