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Category

Award

1 SENTENCE, 1 NIGHT CHALLENGE

ClientLUB D HOSTEL
ProductHOSTEL
EntrantCREATIVE SPIKE Bangkok, THAILAND
Type of EntryTechnique
CategoryBest Use of Social Media
Title1 SENTENCE, 1 NIGHT CHALLENGE
Product/ServiceHOSTEL
Entrant Company:CREATIVE SPIKE Bangkok, THAILAND
PR/Advertising Agency:CREATIVE SPIKE Bangkok, THAILAND
Credits
Name Company Position
Putthikoon Penwan Creative Spike / SWAT Creative Director
Bhattara Tanchavalit Creative Spike / SWAT Copywriter
Lode Nandhivajrin Creative Spike / SWAT Copywriter
Saisin Sinsuk Creative Spike / SWAT Copywriter
Wongsakorn Jaihuab Creative Spike / SWAT Copywriter
Charnpanu Suchaxaya Creative Spike / SWAT Art Director
Lode Nandhivajrin Creative Spike / SWAT Planner
Saisin Sinsuk Creative Spike / SWAT Planner
Wongsakorn Jaihuab Creative Spike / SWAT Planner
Chakkrapong Haesuwannakit Creative Spike / SWAT Account Executive
Chatchai Kunponpitak Creative Spike / SWAT Agency Producer
Chacree Rujiviphat Film Director
Samuchchai Kriengsukpichit Film Editor
Apichart Thaweeaphiradeevicha Camera

Describe the campaign/entry:

To raise awareness for Lub d Hostel as a super fun & friendly place for backpackers. A quirky promotion with Thai flavour: 1 Sentence 1 Night Challenge, a ‘Thai Tongue-Twisting Challenge’ allowed the person who could speak fluently and closely enough to the original version in each day to be rewarded a free night stay at Lub d Hostel. We recorded all challenge participants and their clips would be re-edited and broadcasted through popular social networking websites. Either winners or losers of this challenge became our presenters !! The Campaign generate excellent awareness through huge viral in popular online communities, and backpacker's websites and gained good coverage from media; TV, Newspapers, Magazines, Websites both local and international.

Describe the brief from the client:

The goal was to generate awareness to Lub d Hostel in a non-typical way and to portray the image of "super fun & friendly" hostel for backpackers, who are internet addicts and love to mingle with locals and learn the local language of the country they are heading to. Backpackers are budgets travellers and cost sensitive. Therefore, promotional activities would easily draw their attention.

Results:

• Local and international media broadcasted the campaign for free, i.e. TV programs, newspaper and magazines, generating PR value over 100,000 million dollars. • The campaign reached approximately 11 million viewers worldwide • Lub d Hostel received votes from backpackers to be one among top 3 desired-to-stay hostel in a month after the challenge • Thailand Tourism Authority selected as a showcase for excellent marketing strategy for Thailand’s travel industry

Execution:

1. Three initial clips promoting the challenge & explaining the meaning of each tongue-twisting sentence were released and uploaded on popular online communities May 5, 2011. 2. We recorded all challenge participants and re-edited as a follow-up clip to be released and uploaded May 24, 2011. 3. Monitor the campaign via viewer rates in uploaded sites, participation on site and media coverage until June 31, 2011.

The Situation:

Hostel business has been a boom in Bangkok, Thailand resulting in intensified competition. Lub d Hostel is one among hundreds in tourist popular areas. Therefore, its awareness needs to be raised to become backpacker's top choice.

The Strategy:

To use non-typical promotional activities as bait to gain interests from backpackers, the main target, and to gain awareness and build image of Lub d as being super fun & friendly.