The Asanee-Wasan world tour was designed to raise Singha’s global brand presence and kicks off next month around major cities in Thailand before they travel to Sydney, New York, San Francisco, Los Angeles and London.
Boon Rawd Brewery, the beer’s brewers, will be absorbing concert costs worldwide as a goodwill gesture.
Boon Rawd Brewery, the beer’s brewers, will be absorbing concert costs worldwide as a goodwill gesture.
Ogilvy Bangkok devised the world tour’s communications that included a TV spot featuring Asanee and Wasan rocking out on a mountaintop while singing the tour’s theme song about Thai pride and resilience.
Rati Panthawi, managing partner for Ogilvy Bangkok, said: “It was fairly difficult to make a deal with Asanee and Wasan who believe in keeping it real; they have not done many commercial endorsements before.
“But when they heard about the objective of the campaign, which was not just to celebrate Singha Beer, but to celebrate Thailand and Thai people - they relented.”
