LOVE IS HEAR by Nude Communication for THE FOUNDATION FOR THE DEAF UNDER THE ROYAL PATRONAGE OF HER MAJESTY THE QUEEN

LOVE IS HEAR

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market Thailand
Agency Nude Communication
Creative Director Pornpan Arayaveerasid, Rueangrith Santisuk
Released July 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: THE FOUNDATION FOR THE DEAF UNDER THE ROYAL PATRONAGE OF HER MAJESTY THE QUEEN
Product/Service: CONCERT FOR THE DEAF
Agency: NUDE COMMUNICATION
Agency: HAPPENING MAGAZINE
Date of First Appearance: Jul 9 2009 12:00AM
Entrant Company: NUDE COMMUNICATION, Bangkok, THAILAND
Entry URL: http://www.loveishear.com
Producer: (Nude Communication/Happening Magazine)
Creative: (Nude Communication)
Creative: (Happening Magazine)
Creative Director: Pornpan Arayaveerasid/Rueangrith Santisuk
Show Director: Kittisak Noicharoen
Sound Engineer: Nathapong Sukhatungkha/Varayut Prachapipat
Public Relations/Press Relations: (P-Aha)
Web/Online: (Feelto)
Photo/Filming: Napasorn Limchaiyawat/Anat Yuang-Ng/Thanawut Chottipradit
Communication Designer (Interactive Poster): (Practical)
Poster And Print Ad Designer: Surat Tomornsak (Try2benice)
Theme Song Composers: Prapas Cholsaranon/Chakapat Iamnoon (Workpoint Entertainment/Ground)
Theme Song Arrangers/Producers: (Sevendogs/Ground)
Film Directors: (Jorkwang Films)
Music Artists/Bands: Piano/Friday/Scrubb/Stamp/Etc./Koh Mr. Saxman/Exotic/Sitaporn Pipopvorachai
Visual Artists/Animators: Vitavat Prapan/Thitiwat Chaisiriratana/Rueangrith Santisuk/Kantasorn Puangkham/S
Short Film Directors: Nopphan Boonyai/Manasnam Panlertwongskul/Chulayarnnon Siriphol/Kittiphat Kanokna
New Media Artists: (Apostrophy’s)
Mime/Dance Artists: Babymime/Chris Horwang
Backstage Team: Panumas Ruengtaviset/Charnchai Ratanakul/Thanes Thanasarnwanich/Prachaya Maiarsa
Media placement: Scoop Promote The Concert - MTV - 9 June 2009
Media placement: TV Programme MC Talk & Scoop - Many TV Progammes - Mid June 2009
Media placement: Radio Spot & DJ Talk - Many Radio Stations - 1 June 2009
Media placement: Print Ad, Interview, Article - Many Publications - 1 June 2009
Media placement: PR News - Many Newspaper - 9 June 2009
Media placement: Personal Blog And Fwd Mail - By Many Bloggers And Net Users - 9 June 2009
Media placement: News Coverage After The Concert - Many TV Programmes, Newspaper, Blogs, Online - 10 July 2009

Describe the objective of the promotion.
- To raise fund for Thailand’s Foundation For The Deaf without any budget - To offer the deaf an experience they never thought possible...to hear music! - To offer the non-deaf a unique experience to enjoy music with the deaf - To create a new fund-raising model without any initial budget

Describe how the promotion developed from concept to implementation
- To challenge the beliefs “Deaf = Hear” and “Deaf = Music” - the Country’s first CONCERT FOR THE DEAF, designed to best fulfill all 5 senses, was brought to life. Visual, sound, scent, taste, touch were synergised throughout. - For the first time, the deaf can ‘hear’ music, with the help of other senses - For the first time, the non-deaf can enjoy music in full 5 senses and with the deaf - Concert promoted massively without cost by the Press & Media

Describe the success of the promotion with both client and consumer including some quantifiable results
- Tickets sold out, raising US$25,000 - Free media coverage, both pre & post concert in all major channels worth US$250,000 - Positive feedback from audiences & press spread through online community and media - Cited as The Concert of The Year 2009 by government TV Channel (NBT) - The deaf and non-deaf shared the most memorable moment - At last, the deaf heard music, and felt the love

Explain why the method of promotion was most relevant to the product or service
- The concert joined forces from press, media and contributors, music artists, visual artists, performance artists, film directors, graphic designers, new media artists, PR, web designers, show production professionals, sound engineers, photographers, as well as a deaf pianist, all working on this project for free - Sights and sounds experience through the bands performance and stage lights, short films, animated films, visual graphics and mime; Scent through perfume; Taste through cookies; and Touch through holding balloons. - The country’s public figures, including the Prime Minister, together performed sign language in an MV for the newly-composed project theme song