SEE FROM SOUND by McCann Bangkok, Weber Shandwick Asia Pacific for AMARIN BOOK CENTER

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SEE FROM SOUND

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Industry Book store
Media Promo & PR, Case study
Market Thailand
Agency McCann Bangkok
Executive Creative Director Supachai Toemtechatpong
Art Director Ploy Lumthong
Agency Weber Shandwick Asia Pacific
Released May 2011

Credits & Description

Category: Corporate Responsibility
Advertiser: AMARIN BOOK CENTER
Product/Service: NAIIN.COM BOOK STORE
Agency: McCANN WORLDGROUP
Agency: WEBER SHANDWICK
Chief Creative Officer: Martin Lee (McCann Worldgroup)
Executive Creative Director: Supachai Toemtechatpong (McCann Worldgroup)
Associate Creative Director: Napapatch Kantasil (McCann Worldgroup)
Art Director: Tiabtawan Limjittrakorn (McCann Worldgroup)
Art Director: Ploy Lumthong (McCann Worldgroup)
Art Director/Illustrator: Lerdpong Jaturontrasame (McCann Worldgroup)
Senior Flash Programmer: Seksun Duangsong (McCann Worldgroup)
Animator/Special Effects: Chrisjunior Drabik (McCann Worldgroup)
Digital Strategic Planning Director: Numpol Chantathanakorn (McCann Worldgroup)
Business Director: Maytee Upatham (McCann Worldgroup)
Account Manager: Noppadol Manachaiyarak (McCann Worldgroup)
Programmer: Kantapon Sooksapsri (McCann Worldgroup)
Agency Producer: Namtan Thammasaroj (McCann Worldgroup)
Copywriter: Prin U-Mantre (McCann Worldgroup)
Media placement: Online Banner - Website Under Naiin Brand - 15 May 2011
Summary of the Campaign
Naiin, as a publisher who holds its brand value as a knowledge and imagination access point that brings wellness to people’s lives, wanted Thai people to understand and carry this value, too.
In 2010, Naiin created ‘See from Sound’, a convenient channel where Thai people can contribute little of their time to co-create audio books for the blind. As the campaign ran, we did not bring only visions to the blind, but also the light to Thai people’s hearts.
We created a platform where the consumers can become the one who generate content that will bring knowledge and imagination to the world.
This campaign managed to establish a strong emotional bond between Naiin and Thai people. It created a connection that allowed the brand to plant itself into people’s minds.
The campaign became the topic of conversation in online news, social media and blogs across the country. The story also turned into very powerful media, word-of mouth, that help spread Naiin’s brand vision and its good deeds even further.
Within 4 weeks, more than 60,000 audio clips were created. These clips were consolidated to create over 50 audio books. These free audio books were donated to the public library of the blind across the country.
The Situation
Naiin strongly believes in its brand value as a knowledge and imagination access point that brings wellness to people’s life. We wanted Thai people to understand and carry this value, too.
However, in 2010, there were more than 14,000 new books published. Only 400 audio books were created for the blind. But, there’re more than 800,000 visually impaired people in Thailand.
This is the problem we think our vision could solve. It’s a great opportunity to create meaningful relationships with current and potential customers by inviting them to bring knowledge and imagination, as we did, to others, too.
The Goal
We want Thai people to understand the importance of knowledge and imagination in the way we do. We want them to be a part of our mission to provide access to knowledge, information and imagination to everyone equally, including the blind.
We knew that Thai people are full of sympathy and reading to the blind has always been on the top of most people's list when it comes to doing good deeds. We think it is something that gives people the opportunity to personally live through our vision and actually do the same job of bringing knowledge to the society, too.
The Strategy
There’s no better way to show the meaning of our brand vision other than having the audience play the role of Naiin for themselves. We created a platform where consumers can become the ones who generate content that will bring knowledge and imagination to the world.
This campaign managed to establish a strong emotional bond between Naiin and Thai people. It created an opportunity for them to bring life-wellness to others in the same way as Naiin did. It created a connection that allowed brand to plant its thought into people’s mind.
Execution
We created ‘See from Sound’, a convenient channel where everyone can contribute their limited time to help create audio books for the blind.
The execution was designed to solve the difficulty of voice donation by blending into people’s everyday life; making it easy for them to contribute instantly through our one-stop-solution banner (content & recording tool) where people can read excerpts from book. These readings were then consolidated to produce a complete audio book to be donated to the public library of the blind.
To reach even more donators, we play a complete audio book made up of many people’s voices in every Naiin’s bookstores all over the country to promote the campaign. We used in-store media such as bookmark as personal invitation along with message in all magazine titles under Naiin brand to invite people to donate their voice through our banner.
Documented Results
Through few clicks of our banner and Thai people’s voices, we’ve wakened the kindness within people’s heart and light up the world for many blind people across the country.
The banner had 175,000 impressions, more than 61,000 interactions from web visitors, which was equal to 35%, more than 60,000 audio clips were generated within 4 weeks. We have made 50 new audio books and they are still on a shelf with Naiin brand. The campaign ignited and inspired people in which we turned 10% of the participants to regular donators. We aim to produce 400 new audio books available free to the blind every year. We hope that this small start can turn into a big change in Thai society in future.