GREEN MARKET NETWORK Case study BLACK MAGIC EGG by CREATIVE SPIKE Bangkok, SWAT Bangkok

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BLACK MAGIC EGG

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Industry Website
Media Case study
Market Thailand
Agency CREATIVE SPIKE Bangkok
Agency SWAT Bangkok
Released June 2012

Awards

Spikes Asia 2012
Direct Ambient/Alternative Media Bronze

Credits & Description

Advertiser GREEN MARKET NETWORK
Product THAIGREENMARKET.COM
Entrant CREATIVE SPIKE Bangkok, THAILAND
Type of Entry Direct: Use of Media
Category Ambient/Alternative Media
Title BLACK MAGIC EGG
Advertiser/Client GREEN MARKET NETWORK
Product/Service THAIGREENMARKET.COM
Entrant Company: CREATIVE SPIKE Bangkok, THAILAND
DM/Advertising Agency: CREATIVE SPIKE Bangkok, THAILAND
2nd DM/Advertising Agency: SWAT Bangkok, THAILAND
Name Company Position
Suchada Chai-Aya Creative Spike Co.ltd. Chief Creative Officer
Decha Mongkhol Swat Co.ltd. Chief Creative Officer
Lode Nandhivajrin Swat Co.ltd. Chief Creative Officer
Putthikoon Penwan Swat Co.ltd. Creative Director
Bhattara Tanchawalit Swat Co.ltd. Copywriter
Anyaporn Chavalparit Swat Co.ltd. Copywriter
Chatchai Kunponpitak Creative Spike Producer
Peeravit Pansuwan Swat Co.ltd. Art Director
Putthikoon Penwan Swat Co.ltd. Art Director
Wongsakorn Jaihuab Creative Spike Co.ltd. Planner
Wilawan Sanguanwong Creative Spike Co.ltd. Agency Producer
Describe the brief from the client:
Green-consumption means nothing in the daily lives of consumers across Thailand, because there is no financial benefit. If there were nothing to gain, why would they change their attitudes and beliefs? Education is key, and freely available on www.thaigreenmarket.com. Our job was to drive traffic to the site, in a way that clearly demonstrated the consequences of not going green.
Creative Execution:
Chemicals, hormones and antibiotics cannot be seen with the naked eye. So we made the "invisible visible". Hundreds of eggs became the medium, and with surgical precision, our lab technicians inserted clear plastic strips printed with our message. The eggs were stamped bright red to indicate that something was not right: "In reality, contaminants are not easily seen. See the unseen. Then visit www.thaigreenmarket.com" Visitors to the site could then claim their free box of healthy, chemical free, eggs.
Describe the creative solution to the brief/objective.
The insight Thais firmly believe "egg benefit you". Eggs are also used as part of almost every Thai dish. What they don't know is that in the laying and production process, eggs are contaminated with chemicals, growth hormones and antibiotics.
Describe the results in as much detail as possible.
200% increase of site visitors within 24 days. Broadcast media in Thailand quickly picked up on the story, and interviews about "going green" dominated the media landscape. Although the green approach to eggs/food/farming has not radically changed, the initial success of this awareness campaign has led to a bigger marketing budget that will be used to continue the drive until legislation changes and healthy sustainable market is seen as the norm, and not niche!