Safeguard Ambient, Digital, Case study The giant bacteria. by Leo Burnett Bangkok

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The giant bacteria.

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Industry Hygiene & Personal Care Products, Soaps, Charities, Foundations, Volunteers
Media Ambient, Digital, Interactive & Mobile, Case study
Market Thailand
Agency Leo Burnett Bangkok
Executive Creative Director Keeratie Chaimoungkalo
Art Director Sompat Trisadikun, Piti Pongrakananon, Paruj Daorai
Copywriter Chatchai Butsabakorn, Fuad Ahmad
Producer Sukij Pongpisuth
Photographer Chub Nokkaew
Editor Aphiwath Boonsin
Released June 2012

Awards

AD STARS 2012
Outdoor Cosmetics/Beauty Bronze

Credits & Description

Category: Ambient Media (Large Scale)
Advertiser: PROCTER & GAMBLE TRADING
Product/Service: SAFEGUARD SOAP
Agency: THE LEO BURNETT GROUP THAILAND
Chief Creative Officer: Sompat Trisadikun (The Leo Burnett Group Thailand)
Executive Creative Director: Keeratie Chaimoungkalo (The Leo Burnett Group Thailand)
Deputy Executive Creative Director: Paruj Daorai (The Leo Burnett Group Thailand)
Art Director: Piti Pongrakananon (The Leo Burnett Group Thailand)
Art Director: Sompat Trisadikun (The Leo Burnett Group Thailand)
Art Director: Paruj Daorai (The Leo Burnett Group Thailand)
Copywriter: Chatchai Butsabakorn (The Leo Burnett Group Thailand)
Copywriter: Fuad Ahmad (The Leo Burnett Group Thailand)
Account Service: Suthasi Sukpornsinchai (The Leo Burnett Group Thailand)
Account Service: Patr Bhalakula (The Leo Burnett Group Thailand)
Photographer: Chub Nokkaew (Chubcheevit Studio)
Producer: Sukij Pongpisuth
Cameraman: Aphiwath Boonsin
Editor: Aphiwath Boonsin
Media placement: Outdoor Sculpture - Abandon garbage sites around Bangkok areas - 1 November 2011

Describe the brief/objective of the direct campaign.
After the 2011 Bangkok floods, the city was facing a potential health crisis from 3m tons of garbage left around it. Bangkok was in danger of becoming a breeding ground for bacteria because the government could not dispose of the garbage in time. We wanted to get Bangkokians to take action and help clean up the city before health disaster spread.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
To raise quick awareness in Bangkokians that would lead to immediate action, we created series of happenings in an outdoor form. The made-from-garbage Giant bacteria sculptures were made within 1 day to surprise Bangkok’s residents and to make them realise how quickly the problem could spread if they did not do something about it. The information given on the sculptures led audiences to the 'CleanUpBangkok' Facebook page which became the city’s central forum for volunteers to find out how they could clean up their communities.

Explain why the creative execution was relevant to the product or service.
As the people’s guardian against bacteria, Safeguard wanted to prevent a health crisis from bacteria that could threaten the well-being of Bangkok’s residents after the city’s hardship. We wanted an immediate campaign that has talk-ability and could spread out quickly online.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Pictures of the Giant Bacteria sculptures spread virally. 97 community cleaning activities were organised on CleanUpBangkok’s Facebook page. Thousands of volunteers showed up to participate. Over 5,000 bars of Safeguard soap were handed out to the volunteers who helped dispose of the trash.