Department Of Disease Control, The Ministry Of Public Health Promo SEX SONG COMPETITION by Leo Burnett Bangkok

SEX SONG COMPETITION

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Industry Public Safety, Health & Hygiene
Media Promo & PR
Market Thailand
Agency Leo Burnett Bangkok
Executive Creative Director Keeratie Chaimoungkalo
Art Director Sompat Trisadikun, Paroon Suthaveepramochanon, Nateepat Jaturonrasmi
Copywriter Chatchai Butsabakorn, Paruj Daorai, Santi Tubtimtong
Released September 2010

Credits & Description

Category: Best Use of Games
Advertiser: THE DEPARTMENT OF DISEASE CONTROL, MINISTRY OF PUBLIC HEALTH
Product/Service: YOUTH AND PHA FRIENDLY SERVICE
Agency: THE LEO BURNETT GROUP THAILAND
Date of First Appearance: Sep 15 2010
Entrant Company: THE LEO BURNETT GROUP THAILAND, Bangkok, THAILAND
Executive Creative Director: Keeratie Chaimoungkalo (The Leo Burnett Group Thailand)
Executive Creative Director: Sompat Trisadikun (The Leo Burnett Group Thailand)
Creative Director: Paruj Daorai (The Leo Burnett Group Thailand)
Art Director: Nateepat Jaturonrasmi (The Leo Burnett Group Thailand)
Art Director: Paroon Suthaveepramochanon (The Leo Burnett Group Thailand)
Art Director: Sompat Trisadikun (The Leo Burnett Group Thailand)
Copywriter: Santi Tubtimtong (The Leo Burnett Group Thailand)
Copywriter: Chatchai Butsabakorn (The Leo Burnett Group Thailand)
Copywriter: Paruj Daorai (The Leo Burnett Group Thailand)
Agency Producer: Rungrudee Chinpratan (The Leo Burnett Group Thailand)
Music: Jui Jui
Lyrics: Teen
Account Management Director: Samira Thancharoenkit (The Leo Burnett Group Thailand)
Media placement: Ambient - Chiangmai University, Lampang Rajabhat University, Naresuan University, Khon Kaen University, - 15 September 2010
Media placement: Ambient - Ubon Ratchathani Rajabhat University, Petchaburi Rajabhat University, Thaksin University, - 15 September 2010
Media placement: Ambient - Burapha University, Walailuck University, Vongchavalitkul University - 15 September 2010
Media placement: Website - www.teentalksex.org, www.live.co.th, www.teenpath.net - 15 September 2010
Media placement: TV program - Pop Sunrise, POPayon, The College Sound, Inter 20 Hitz, Nonstop Hitz, Instyle, Pop up the volume - 15 September 2010
Media placement: TV program - Indy show case, Club Asian, Letz Get Pop, Pop side of life - 15 September 2010
Media placement: Radio program - Virgin Hitz, Seeds FM, 13 local stations nationwide - 15 September 2010
Media placement: Outdoor - Banner / Poster / Sign board in 10 afore-mentioned university areas. - 15 September 2010

Describe the objective of the promotion.
The objective is to gather teens’ information in order to get an up-to-date perspective on how to effectively address teenagers’ issues. Cultural-wise, however, sexual matter is prohibited to be discussed in public by norms as it’s perceived as sexually provocative. Therefore, conducting a proper research might not give us 100% genuine answers.
Instead, we came up with “Sex Song Competition”, an engaging activity to encourage teens to talk about their sexual worries through a song.

Describe how the promotion developed from concept to implementation.
In “Sex Song Competition”, the lyric-less song was promoted in music TV stations, radio stations, teen lifestyle and on-line game websites. Posters were posted up in schools and universities. Then, a campus concert was organized in top 10 universities to give a stage to the finalists who wanted to shout out their sexual problems.
As a result, more than 10,000 teens joined the concerts with the joy to see their friends unfold their sexual concerns. Publicly awkward matters now can be talked about artistically. YPFS could collect the database, insights from all concert goers and organize sex edutainment activities afterwards.

Explain why the method of promotion was most relevant to the product or service.
Music has always been an essential part of teens. It’s one of the easiest ways to express their inner views, feelings or thoughts. Music can blend in their lives easily. As a brand built for the young, this execution can definitely be friends and bring the brand closer to the target. This also tones down the governmental image the brand used to be perceived, which likely pushed the target in the distance.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Apart from more than 10,000 teens joining the events, the number of teens using YPFS service is rising up dramatically. The first six years before this campaign was launched, the cumulative number is only 39,016. However, within one year, the number has built up to 209,730 or approximately 400% increase in volume. Around 1,070,675 teens have been given proper sex information by YPFS’s out-of-site activities. The brand awareness has increased from none to 29%. Only 5,000 USD was invested for this achievement.