THAI ANTI CORRUPTION by TBWA\ Bangkok for Board Of Trade Of Thailand

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THAI ANTI CORRUPTION

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Industry Public awareness
Media Print, Magazine & Newspaper
Market Thailand
Agency TBWA\ Bangkok
Art Director Thirasak Tanapatanakul, Damisa Ongsiriwattana, Ratapon Houyhongtong
Copywriter Nattawut Sittiwaraphan
Released July 2011

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: BOARD OF TRADE OF THAILAND
Product/Service: BOARD OF TRADE OF THAILAND
Agency: CREATIVE JUICE\BANGKOK (TBWA)
Chief Executive Officer: Thirasak Tanapatanakul (Creative Juice\Bangkok (TBWA))
Art Director: Damisa Ongsiriwattana
Art Director: Ratapon Houyhongtong (Creative Juice\Bangkok (TBWA))
Art Director: Thirasak Tanapatanakul (Creative Juice\Bangkok (TBWA))
Coppywriter: Taya Soonthonvipat
Copywriter: Nattawut Sittiwaraphan (Creative Juice\Bangkok (TBWA))
Planner: Nuntwarith Thairattana (Creative Juice\Bangkok (TBWA))
Agency Producer: Chutarat Chingduang (Creative Juice\Bangkok (TBWA))
Agency Producer: Aroonsri Srirojanant (Creative Juice\Bangkok (TBWA))
Agency Producer: Sriprapa Kiatsuwan (Creative Juice\Bangkok (TBWA))
Media placement: TVC - Channel 3,5,7,9 - 1 July 2011

Describe the objective of the promotion.
Corruption has become a way of life in Thailand. It is found in every community, at all levels, and in every imaginable shape and form. The objective is to promote the Anti-Corruption idea among Thai people to stir up their awareness and create action to try to eradicate this illicit practice.

Describe how the promotion developed from concept to implementation.
The Election in 2011 became a new hope for Thai people for a better country. We, therefore, utilised this event as an opportunity to promote this Anti-Corruption idea.

The footage from news reports on various recent corruption incidents were used to develop the TV commercial and it aired before the Election Day to let people realise how to righteously use their voting power.

Explain why the method of promotion was most relevant to the product or service.
The work fully utilised the society event in promoting its core idea. People heavily consumed media and corruption was one of the main interests of people during this time. Moreover, using the real footages from news reports helps elevate the credibility of this TV commercial and the relevancy helps ignite the realisation among those who watch it.

Describe the success of the promotion with both client and consumer including some quantifiable results.
One week after airing, this commercial was banned by mysterious power for having controversial content. But later, it was posted on YouTube by an anonymous user and millions of people have watched it. Press and television picked up on the message of this commercial and corruption became a media-wide news topic and an anti-corruption group was set up. But the ultimate result was on Election Day when 75% of people went to vote, which hit a record high in Thailand’s democratic history.