Senior Consultant
at
Creative Juice
Bangkok Metropolitan Area, Thailand, Thailand
BACKGROUND:
King Power was perceived to be luxurious and 'cold'. Without feeling good to the brand, it can be replaced by others. King Power then identified its brand to be 'an understanding travellers' companion' and decided it needed to make a connection.
TASK:
Create emotional connection under 'an understanding travellers' companion'
DISCOVERY:
All travellers have their loved ones waiting at home. Gifts we bought were precious because it carried love and care rather than the value of the price.
RESULT:
Top box brand preference shot up 9 times after 3 months of campaign launch
Though launched in the last quater of 2014, it was ranked Top five of 2014 Thailand YouTube Leaderboard.
King Power was perceived to be luxurious and 'cold'. Without feeling good to the brand, it can be replaced by others. King Power then identified its brand to be 'an understanding travellers' companion' and decided it needed to make a connection.
TASK:
Create emotional connection under 'an understanding travellers' companion'
DISCOVERY:
All travellers have their loved ones waiting at home. Gifts we bought were precious because it carried love and care rather than the value of the price.
RESULT:
Top box brand preference shot up 9 times after 3 months of campaign launch
Though launched in the last quater of 2014, it was ranked Top five of 2014 Thailand YouTube Leaderboard.
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Traveller's Regret
- BRAND:
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Travellers' Regret
- BRAND:
- King Power
Travellers' Regret
- BRAND:
- King Power