Synmunkong Insurance Public DM FASTERTAINMENT by Lowe Bangkok

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Industry Insurance
Media Direct marketing
Market Thailand
Agency Lowe Bangkok
Director Sittisiri Mongkolsiri, Anurak Junsunjai
Executive Creative Director Piya Churarakpong
Creative Director Chalit Manuyakorn
Art Director Prasit Vitayasamrit, Porakit Tanwattana
Copywriter Thanavate Siriwattanagul, Thanachai Shavitranurak
Producer Duangkamol Wongpratoom, Chudthai Khumpong
Account Supervisor Ladarat Charoenpinijkarn
Editor Paveena Thongprasong, Kittidhumi Chukitpongssapak
Released January 2011

Credits & Description

Category: Ambient Media (Large Scale)
Product/Service: CAR INSURANCE
Agency: LOWE
Date of First Appearance: Jan 24 2011
Entrant Company: LOWE, Bangkok, THAILAND
Chief Creative Officer: Pom Chaiyaporn (Lowe)
Executive Creative Director: Piya Churarakpong (Lowe)
Art Director: Porakit Tanwattana (Lowe)
Creative Director: Chalit Manuyakorn (Lowe)
Copywriter: Thanachai Shavitranurak (Lowe)
Art Director: Prasit Vitayasamrit (Lowe)
Producer: Chudthai Khumpong (Lowe)
Account Supervisor: Ladarat Charoenpinijkarn (Lowe)
Advertiser's Supervisor: Supinyo Maneerat (Lowe)
Account Manager: Chidlada Gabites (Lowe)
Planner: Boonchai Suksuriyayothin (Lowe)
Producer: Duangkamol Wongpratoom (Number Seven)
Director: Sittisiri Mongkolsiri (Number Seven)
Director: Anurak Junsunjai (Number Seven)
Cinematographer: Poo-Rich Timpatoom (Number Seven)
Editor: Paveena Thongprasong (Number Seven)
Copywriter: Thanavate Siriwattanagul (Lowe)
Editor: Kittidhumi Chukitpongssapak
Media placement: Spot Event - Queen Sirikit's Stadium - 20/03/11
Media placement: Tv - Ch.3,5,7,9 - 1/03/11
Media placement: Newspaper - Thairath - 1/03/11
Media placement: Cement Stamp - Construction Site - 1/03/11
Media placement: Guerilla Troop - Central World, Siam Center, Victory Monument - 1/03/2011

Describe the brief/objective of the direct campaign.
A moment of suffering is a moment of opportunity

SMK car insurance is known for its speedy response. In Thailand, after a car accident, both parties call and wait for their insurance agents to arrive. Speed matters

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
People want to switch their brands when they find their insurance agent comes slower than the one called by the other party.

Exploit this moment to advertise directly to a consumer ready for change.

Explain why the creative execution was relevant to the product or service.
The FASTERTAINMENT Team, which accompanies the SMK agent to the accident site, to directly “entertain” the waiting party (and bystanders) with a hilarious Chinese or Thai Opera while promoting the “SMK is faster” message.

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.
- Over 1000 drivers directly engaged
with Fastertainment
- Over 20,000 bystanders engaged
- News coverage reaches 10 million
- 25% spike in new application traffic
at SMK call centre.