The green tea brand has launched though-the-line communications, created by Y&R Thailand, that feature its managing director as an airline pilot.
Tan Pasakornatee, a cult figure among Thai consumers, made his name handing out cash prizes of up to US$30,000 (HK$234,000) when the beverage was launched in 2005.
Tan Pasakornatee, a cult figure among Thai consumers, made his name handing out cash prizes of up to US$30,000 (HK$234,000) when the beverage was launched in 2005.
This time, the US$2 million ‘Pai Tae Tua, Tour Yok Gang’ or ‘Just show up with your body, travel with your gang’ campaign is giving consumers a chance to bring three friends with them on an all-expenses paid trip to Japan — with an additional US$600 per person to spend as pocket money.
Tida Vibulvanich, managing partner of Y&R Thailad, said: “Lucky draw campaigns usually offer prizes, such as cars, package tours or electronic gadgets, and our research shows that these campaigns tend not to boost sales because they’re deemed not attractive enough for consumers, plus there’s always a catch.”
“According to our market survey, people like to win tour packages, but not enough to participate in draws for them, since most ‘free’ tour packages often do not include the administration charges and transportation fees to the airport while limiting to only two persons the opportunity to travel because there’s only one prize.
Oishi wanted something that was going to be the talk-of-the-town - so they’re offering 120 seats to Japan.”
Television teasers for the campaign have broken to show a family, a group of friends and domestic helpers all preparing to embark on a trip while wearing close-to-nothing and hardly carrying any luggage.
The ‘Just show up with your body, travel with your gang’ theme is then revealed in a thematic 45-second TVC as the same groups now sit contentedly in a plane to Japan while Oishi’s Pasakornatee is unveiled as the flight’s captain in a song and dance routine with the aircrew.
“We needed to reinforce what we did for them [Oishi] in 2005.
“The successful instant-win ‘Ruay Fah Pah’ ( suddenly rich) campaign had helped push Oishi to become the market leader in Thailand for three years.
