SMK Outdoor, Case study FASTERTAINMENT by Lowe Bangkok

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Industry Insurance
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Thailand
Agency Lowe Bangkok
Director Prasit Vitayasamrit, Sittisiri Mongkolsiri, Anurak Jungsunjai
Creative Director Chalit Manuyakorn
Art Director Porakit Tanwattana
Copywriter Thanavate Siriwattanagul, Thanachai Shavitranuruk
Producer Duangkamol Wongpratoom, Chudthai Khumpong
Editor Paveena Thongprasong, Kittidhumi Chukitpongssapak
Released February 2010


Spikes Asia 2011
Promo & Activation Use of Media Bronze

Credits & Description

Type of entry: Use of Media
Category: Event & Field Marketing
Product/Service: MOTOR INSURANCE
Agency: LOWE Bangkok, THAILAND

CCO: Pom Chaiyaporn
ECD: Piya Churarakpong
Art Director: Porakit Tanwattana
Creative Director: Chalit Manuyakorn
Copywriter: Thanachai Shavitranuruk
Copywriter: Thanavate Siriwattanagul
Director: Prasit Vitayasamrit
Producer: Chudthai Khumpong
Account Superviser: Ladarat Charoenpinijkarn
Advertiser's Supervisor: Supinyo Maneerat
Account Manager: Chidlada Gabites
Planner: Boonchai Suksuriyayothin
Producer: Duangkamol Wongpratoom
Director: Sittisiri Mongkolsiri
Director: Anurak Jungsunjai
Cinematographer: Poo-Rich Timpatoom
Editor: Paveena Thongprasong
Editor: Kittidhumi Chukitpongssapak

Describe the brief from the client:
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. People want to switch their brands when they find their
insurance agent comes slower than the one called by the other party. Challenge: This moment, create Exploit a conversion, and drive sales.
Describe how the promotion developed from concept to implementation:
The FASTERTAINMENT Team, which accompanies the SMK agent to the accident site, to “entertain” the waiting party (and bystanders) with a hilarious Chinese or Thai Opera while promoting the “SMK is faster” message.
Describe the success of the promotion with both client and consumer including some quantifiable results:
-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 center
Explain why the method of promotion was most relevant to the product or service:
The solution effectively seizes the moment when target wanted to switch their brand most. It also proved the selling point of the brand which is "fast service" in a very convincing and relevant to consumers.