Revamping Chang's Global Advertising Strategy with IoT
Applicable Functions
- Sales & Marketing
About The Customer
The customer in this case study is Chang, a well-known beverage brand. Historically, Chang has been perceived as an 'old man's beverage', a perception that the brand was keen to change. They wanted to connect with a younger demographic and uplift consumer perceptions following the launch of their new bottle and liquid. To achieve this, they needed a big brand campaign that would resonate with young Thai guys and change their perception of the brand. The campaign needed to be innovative and engaging, and it needed to be rolled out across various platforms to reach the target audience.
The Challenge
Chang, a popular beverage brand, was facing a significant challenge in uplifting consumer perceptions following the successful launch of their new bottle and liquid. The brand was historically seen as an 'old man's beverage' and needed to build an emotional connection with young Thai guys. However, they were operating in a dark market where the actual product could not be shown. The challenge was to create a big brand campaign that would resonate with the younger demographic and change their perception of the brand.
The Solution
To address this challenge, Chang decided to leverage the power of social content creation. They launched a campaign that followed the journey of a group of friends and told the story of their close friendship, all told through their song. This campaign was an emotional rollercoaster full of joy, milestones, and hardship that showed true friendship over time. The campaign was seen all over Thailand for six months and was launched via Facebook Live. It was then rolled out across various platforms including TV, Cinema, OOH, print, digital, and social. This innovative approach allowed Chang to connect with the younger demographic in a meaningful and engaging way.
Operational Impact
Quantitative Benefit
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