Asia | WARC

Grab: Personalised Social Impact Reports

Case Study • Krshna Prashant, Sulin Lau, WARC Prize for Asian Strategy, Silver, 2020

Mobile technology brand Grab used customer data in a new way to reframe and personalise its social impact activity in Southeast Asia.

Understanding Thailand’s post-pandemic personas

News • 09/09/2020

Consumer behaviour changes in times of distress as people shift their priorities; new research identifies 11 ‘crisis personas’ in Thailand who are adapting to the new normal.

Pandemic highlights Thailand's generational differences

News • 07/09/2020

Thai consumers are relatively relaxed and positive, given the country’s success in keeping the coronavirus pandemic under control, but marketers should be aware how the various age groups are responding differently to the current situation.

Thai brands need to rediscover authenticity

News • 04/09/2020

Thai travel and hospitality brands have been adept at catering to foreign tourists, but with international traveller numbers plummeting this year they need to redesign their brand experience to meet the needs of domestic tourists.

Mastercard: Safety & Security in Southeast Asia

Case Study • Manasi Trivedi, Elisa Tsang, WARC Prize for Asian Strategy, Entrant, 2020

Payment technology brand Mastercard used a digital-based campaign to increase its share of card-based transactions in Southeast Asia.

Brands need a serious readjustment to truly connect with Thai consumers

Article • Ekaluck Charanvas, Ponghatai Sreesing, Hari Ramanathan, Kunakorn Sansuk, WARC Exclusive, Spotlight Thailand, September 2020

With international travel still up in the air, brands in Thailand should use this pandemic-driven reset to refresh their approach to the domestic market.

Understanding the generational differences in how Thailand’s consumers live in the “new normal”

Article • Chalinee Hirano, WARC Exclusive, Spotlight Thailand, September 2020

New research from Far East Fame Line DDB breaks down how Thai consumers have adapted post-lockdown and outlines the differences across generations.

AIA: Sleep Programme 2019

Case Study • Andy Wilson, WARC Prize for Asian Strategy, Entrant, 2020

Life insurance group AIA strengthened its brand credentials in Singapore, Malaysia and Thailand with a digital and social media campaign based on sleep deficiency and its impact on health.

Getting to know urban Thailand’s new post-pandemic personas

Article • Suppakit Limboonsong, WARC Exclusive, Spotlight Thailand, September 2020

The economic impact of the pandemic will be heavy, but the Thais are resilient people, adept to change in creative ways, with opportunities for brands to thrive.

How travel brands can drive domestic and reframe value for Thailand’s new normal

Article • Issarisa Khamswas, WARC Exclusive, Spotlight Thailand, September 2020

Breaking down the new value exchange that travel brands will need to grab the attention and wallets of Thai consumers changed by the impact of the COVID-19 pandemic.

Japan Airlines: Fly Once Fly Always

Case Study • Frederick Tong, Matilda Goh, Eleni Sardi, Sheena Ong, WARC Prize for Asian Strategy, Entrant, 2020

Japan Airlines employed a digital strategy based on dynamic creative optimisation to build brand desire and relevance and persuade travellers across Southeast Asia to abandon their national carriers.

‘Destination Domestic’: How well do brands know Thailand’s consumers?

Opinion • Gabey Goh, September 2020

With international travel still up in the air, how can brands in Thailand reset marketing strategy to better connect with COVID-impacted local consumers? WARC's Asia Editor, Gabey Goh, introduces a deep-dive into the insights you need to know.

GrabFood spends big as Thailand’s food delivery race speeds up

News • 31/08/2020

To boost GrabFood services in Thailand, the company is investing what it said is the largest amount of marketing budget this year in a new campaign, Free Your Hunger.

COVID-19 shifts food trends in Southeast Asia

News • 12/06/2020

Consumers’ initial concerns around COVID-19 in Southeast Asia may have been focused around personal hygiene, but they’re now taking their general health much more seriously – beginning with the food they eat, according to research.

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.

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.

Bangchak: Happy Eatery

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.

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.

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.

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.

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.