Oishi DM FLIPCOOKBOOK by Y&R Bangkok

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Thailand
Agency Y&R Bangkok
Associate Creative Director Mr. Jirasak Tungkanopas
Executive Creative Director Chokechai Kasemsripitak
Copywriter Katesuda Yimcharoen
Producer Amornmarn Rattanarakpinyo, Printing-Tanabodee Nelabusabanon
Released March 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: OISHI GROUP
Product/Service: READY MEALS
Date of First Appearance: Mar 30 2010 12:00AM
Entrant Company: Y&R THAILAND, Bangkok, THAILAND
Chief Creative Officer: Trong Tantivejakul (Y&R Thailand)
Executive Creative Director: Chokechai Kasemsripitak (Y&R Thailand)
Associate Creative Director: Jirasak Tungkanopas (Y&R Thailand)
Graphic Group Head: Veris Na Songkhla (Y&R Thailand)
Copywriter: Katesuda Yimcharoen (Y&R Thailand)
Producer: Amornmarn Rattanarakpinyo (Y&R Thailand)
Producer: Tanabodee Nelabusabanon (Y&R Thailand)
Vice President/Managing Partner: Tida Vibulvanich (Y&R Thailand)
Account Director: Ratanawadee Lertviriyavanich (Y&R Thailand)
Account Manager: Kanang Wichitsakonkit (Y&R Thailand)
Account Executive: Darunrat Vasanachitt (Y&R Thailand)
Photographers: (Fiftyone Bangkok)
Production House: (Safe House)
Media placement: Direct Mail - Supermarket At Siam Center - 30/03/2010

Describe the brief/objective of the direct campaign.
Background: Oishi quick meal is quick microwave food. Target: young men, who spend almost all of their time watching sports especially soccer on TV. They never think they can cook for themselves and find it very hard.

Explain why the creative execution was relevant to the product or service.
For the new product launch, we gave Flipcookbook to young men we saw in supermarkets who would not be cooking otherwise, but who’d rather watch penalty kicks on TV.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created the “Flipcookbook” to communicate “quick cooking”. It seems like our target doesn’t have to do anything. They can cook a great meal.

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.
With the message at the right place, the supermarket, and the right target, young men. So they can memorise our product instantly and make them not hesitate to buy our food because now men know that they can cook as well. We compared sales of Oishi quick meals between stores where we gave out our sample cookbooks and the store where we did not. We observed an 18% increase in sales of our quick meals during the time when we distributed our cookbook. We have seen this sales boost continue even after we stopped our distribution in stores where we have maintained our initial the trial and converted it into regular usage.