Developed by McCann Worldgroup’s MRM Worldwide, the ‘Shine your charm’, campaign is spread across print, TVCs, digital media and events.
A six-part love story ‘Postcards from next door’ is at the centre of the campaign, which features an actual customer of Acuvue, Jessica Pasaphan, in the lead role and is targeted toward confident women who want freedom, focus and flexibility in their lenses.
Following a movie theatre launch, a website has also been created to showcase episodes of ‘Postcards from next door’ over the next three months, allowing consumers to watch the story unfold at their own convenience.
The drama is helmed by Kanchit Sopchokchai and award-winning short filmmaker Wuthidanai Inthonkaset.
Banner ads and viral mail-outs have also helped drive traffic to the website to view the drama.
Chanwut Sirisuksuvan, creative director at MRM Worldwide Thailand: “The initial response has been fantastic and the product feedback from consumers has been invaluable for the brand. The strategic choice of the online medium provided us with the opportunity to present a TVC with no time limitation. The intriguing storyline also draws the audience in and helps create interest in the product.”
Activities for this campaign had started from late in 2008 when a casting call and university road show was staged to find the ‘new face’ to star alongside established Thai celebrities Ruj and Dew in the digital drama.
Watch the ad
A six-part love story ‘Postcards from next door’ is at the centre of the campaign, which features an actual customer of Acuvue, Jessica Pasaphan, in the lead role and is targeted toward confident women who want freedom, focus and flexibility in their lenses.
Following a movie theatre launch, a website has also been created to showcase episodes of ‘Postcards from next door’ over the next three months, allowing consumers to watch the story unfold at their own convenience.
The drama is helmed by Kanchit Sopchokchai and award-winning short filmmaker Wuthidanai Inthonkaset.
Banner ads and viral mail-outs have also helped drive traffic to the website to view the drama.
Chanwut Sirisuksuvan, creative director at MRM Worldwide Thailand: “The initial response has been fantastic and the product feedback from consumers has been invaluable for the brand. The strategic choice of the online medium provided us with the opportunity to present a TVC with no time limitation. The intriguing storyline also draws the audience in and helps create interest in the product.”
Activities for this campaign had started from late in 2008 when a casting call and university road show was staged to find the ‘new face’ to star alongside established Thai celebrities Ruj and Dew in the digital drama.
Watch the ad
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