Oishi's smell of money TVC knocks Unif green tea off chart

The lure of a million baht has knocked Unif Green Tea off the Adwatch chart, with rival green tea brand Oishi's TV spot proving a hit with Thai television viewers in February. Oishi was propelled to the number one spot with a TVC for a promotional contest aimed at increasing sales. The 'Thunder bolt' campaign was developed by Y&R Thailand. It comprised a teaser ad and three versions of the TVC, which asked consumers to imagine the smell, look and weight of a million baht (US$26,000). The contest saw just 30 bottle caps printed with winning numbers for a chance at the million. The campaign, targeted at 15- to 30-year-olds, was supported by a public relations event with celebrities competing for a million baht for charity. "The TVC differentiates itself from other clutter promotional campaigns that were around in the first quarter of the year," said Tida Vibulvanich, senior account director, Y & R, Thailand. "The way we convey the message is simple, single minded, relevant and stands out from other promotional ads in Thailand. Also the actual mechanics and prizes of the promotion are very persuasive to the majority of Thais." Unif, however, wasn't entirely absent from the chart. It made an appearance at 13th place for its 'University' TVC to promote the three flavours of its I-Firm energy drink. The water-based drink contains a fat-burning ingredient, L-Carnitine, promoted through the idea that 'Once you drink it, you can't stay still'. The February chart also includes a number of other beverage brands, including Singha Beer in fourth spot, energy drink M-150 in fifth and Regency Brandy in 11th.