Osotspa DM HANGOVER? QR CODE by Leo Burnett Bangkok

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HANGOVER? QR CODE

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Industry Hospitals, Healthcare facilities & Medical Services
Media Direct marketing
Market Thailand
Agency Leo Burnett Bangkok
Executive Creative Director Keeratie Chaimoungkalo
Art Director Sompat Trisadikun, Piti Pongrakananon
Copywriter Chatchai Butsabakorn, Paruj Daorai, Santi Tubtimtong
Account Supervisor Thipayachand Hasdin
Released November 2010

Credits & Description

Category: Direct Response Digital: Mobile Marketing
Advertiser: OSOTSPA
Product/Service: MEDICINE
Agency: THE LEO BURNETT GROUP THAILAND
Date of First Appearance: Nov 1 2010
Entrant Company: THE LEO BURNETT GROUP THAILAND, Bangkok, THAILAND
Entry URL: http://www.hangsters.com
Executive Creative Director: Keeratie Chaimoungkalo (Leo Burnett Group Thailand)
Executive Creative Director: Sompat Trisadikun (Leo Burnett Group Thailand)
Creative Director: Paruj Daorai (Leo Burnett Group Thailand)
Art Director: Piti Pongrakananon (Leo Burnett Group Thailand)
Art Director: Sompat Trisadikun (Leo Burnett Group Thailand)
Copywriter: Santi Tubtimtong (Leo Burnett Group Thailand)
Copywriter: Chatchai Butsabakorn (Leo Burnett Group Thailand)
Copywriter: Paruj Daorai (Leo Burnett Group Thailand)
Account Supervisor: Thipayachand Hasdin (Leo Burnett Group Thailand)
Media placement: QR Code On Human - Pubs/Bars: Jet, Fun Fact, Sugar Lust, Tipsy, 808, Sode Samo, Tree House, Club Culture, - 1 November 2010
Media placement: QR Code On Human - Pubs/Bars: Cosmic Cafe, Hippie De Bar, Happy Monday, Chub Cheva, Common Ground - 1 November 2010

Describe the brief/objective of the direct campaign.
Hang, the number one hangover reliever in Thailand, wanted to introduce its website, that provides many hangover curing techniques and cool contents specifically for party animals.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Hang QR Code Stamp
The normal practice for every Thais before entering night clubs is to be stamped a night club's logo on their arm. So we created a rubber stamp with our site's QR code and a headline, Hangover?, underneath. It would be stamped on everyone at entrances of night clubs.

Explain why the creative execution was relevant to the product or service.
We believe that most of the night club goers are drinkers. So when they see our QR code with our headline on their arm, they would be curious enough to check out what it will lead them to. And when they get to our website, they would spend a good amount of time with interesting contents we provided.

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.
Together with PR activities at the nightclubs to promote the website, we achieved 54% more traffic to our website than our targeted expectation.
Over 60% of our visitors spend more than 10 minutes on our website.