JWT Thailand targets youth with online sitcom 'Sausage mansion'

The sitcom is supported by two TVCs and OOH elements that direct people to the website where viewers are encouraged to engage with the brand through social media channels such as its Facebook page. Under the brand position 'CP Sausage, the taste for everyone', the campaign communicates the benefits of CP's high quality sausages while positioning the brand as being relevant to young and young-at-heart consumers.

The campaign has generated significant buzz, surpassing 500,000 website views thus far.

"What started out as a TV briefing to register the brand in the hearts and minds of teenagers, ended up taking a new turn with an online channel being used for the first time for this type of campaign in Thailand," said Satit Jantawiwat, ECD at JWT Bangkok.

"The campaign has not only opened the door for JWT to exercise working in a whole new way, but has also seen our CP client break through their communication norm, opening them up to new creative marketing opportunities."

JWT was awarded the CP Sausage account late last year. It is one of Thailand's leading brands under Charoen Pokphand Foods PCL and has set out to establish itself as a more youthful brand by expanding its target audience to include teenagers as well as those entering the workforce fresh from graduation.

Credits:

Agency JWT Bangkok
Client CPF Food Products
Project SausageMansion
Executive creative director Satit  Jantawiwat
Assoc. creative director Mongkol  Niruttikul   
Art director Phianphon Sittichaidecha
Copywriter Panitarn Luksanakiat
Creative traffic Waleeporn Pathaisamarn, Saowarak Vongsakulpaisal
Planner Suviporn Majaroen    
Producers Jiroj Meechoojit, Jutamas Juntasorn         
Account executives Parattajariya  Jalayanateja, Pakrudee Yongsuvimol, Bhasit Pattanapan, Narong Charoensinsumrit
Production company Hub Ho Hin (for online Sitcom) and Phoenomena (for TVC)
Director Piyakan Bootprasert
Editing house Hub Ho Hin
Media agency Brand Connection
Exposure Online, TVC, OOH