Leveraging IoT in Advertising: A Case Study on Chang Beer's Lamiat Campaign
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is Chang Beer, a well-known Thai beer brand. The brand is recognized for its distinct taste and brewing method, which is deeply rooted in Thai tradition and culture. Chang Beer is committed to showcasing the unique aspects of Thai culture and heritage to a global audience. The brand is constantly seeking innovative ways to communicate its values and philosophy, and in this instance, it aimed to introduce the concept of Lamiat, a centuries-old Thai philosophy, to the world through a comprehensive advertising campaign.
The Challenge
Chang Beer, a popular Thai brand, was looking to establish its credentials and introduce a concept that is distinctly Thai: Lamiat. Lamiat is a centuries-old Thai philosophy that encourages one to see things differently by focusing on the details and looking beyond the ordinary. It is a belief in continuous refinement to create perfection. The challenge was to effectively communicate this philosophy and its connection to Thai culture and Chang Beer to a global audience. The brand wanted to showcase its heritage, tradition, and distinct brewing method in a way that would resonate with consumers worldwide.
The Solution
To address this challenge, Chang Beer recruited two of Thailand’s most celebrated creators, award-winning film director Satit Kalawantavanich and up-and-coming illustrator Chatchanok Wongvachara. They created a campaign that took viewers on a journey across beautiful fields of barley and hops, ancient Muay Thai grounds in Sukhothai, through a festive parade with elephants and lanterns, and an ancient forest to an artesian spring. Each element was symbolic of one of the core elements of Chang Beer. The campaign leveraged digital platforms and services, content and social media, and traditional advertising to reach a wide audience and establish Chang as the de-facto Thai beer.
Operational Impact
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