Local agency Ongoing Advertising is handling the Moshi campaign and, according to communications manager, Vichanan Dechnarapan, the new product is targeted at teenagers and young adults (15 to 25 years) who are considered to be heavy green tea drinkers and "possible carriers"; to carry and expand the product to other groups such as their parents, relatives, gangs. Besides Moshi booths at various target-tapping locations, Ongoing has created an interplay commercial combining cinema ad and an on-site execution.
A model walks into the cinema, chatting loudly on a mobile phone. While the audience reacts to this behaviour, the brand mascot, Moshimaru, appears on the cinema screen, portraying itself as also sitting in the cinema. The screen ad fades and the real mascot enters the cinema to order his two Japanese ninjas to drag away the model from the venue. The audience, on their way out, can once again see the Moshi mascot, forcing the mobile user to bow Japanese-style and apologise.
The agency has also created a 15-second teaser TVC to introduce the Moshi brand mascot, followed by three 30-second commercials.
