The agency was appointed in January this year by the ministry to reinvent its branding, according to Pongsuree Asanasen, Creative Juice’s MD.
The ministry had been facing a backlash due to disgruntled consumers who were unhappy about previous initiatives. As preparation, Creative Juice conducted interviews with management and staff members, and surveyed 400 consumers nationwide.
Results showed that the Thai people did not see the importance of the ministry and had no understanding of what its responsibilities were.
“People recognised the importance of energy, but not the ministry. From there, we helped the ministry to identify the role of its brand, and roadmapped what needs to be done to reintroduce its brand to the public,” said Pongsuree.
To that end, ‘Fireflies’, a 60-second TVC that emphasises the role of the ministry in the lives of the citizens, was launched. It begins with a view of the darkened forest. Suddenly, a light starts flickering in the centre and the camera zooms in to show the close-up view of a firefly. It is joined by its brethren and together the fireflies glide towards a tree and light it up gently against the darkness.
Pongsuree explained that the fireflies symbolised the ministry, while the tree represented Thailand. “Our message to the consumers is that although energy is important, what is more important are those who help to manage it.”
