JWT Bangkok and CP Foods take Thailand into the "Sausage Mansion" online

ASIA-PACIFIC — BANGKOK, MAY 24, 2011— JWT Bangkok, awarded the CP Sausage business in Q4 of 2010, has introduced Thailand’s first ever online sitcom, "Sausage Mansion", in April.

CP Sausage is one of Thailand’s leading brands under Charoen Pokphand Foods PCL. In 2011, CP Sausage set out to establish itself as a more youthful brand and to expand their target audience to include teenagers as well as those entering into the workforce for the first time.

Under the brand position, “CP Sausage, the taste for everyone,” the ‘Sausage Mansion’ campaign effectively communicates the benefits of CP’s high quality sausages while positioning the brand as being relevant to those consumers who are young and young-at-heart.

The campaign is brought to life through a variety of integrated marketing activities, with the main element being, ‘Sausage Mansion’. The show launched on April 4 and airs a new episode every week through the month of August, for a total of 16 episodes. Each episode depicts different lifestyles and shows how CP Sausages seamlessly fits into the characters’ lives. The online sitcom is supported by TVC and OOH elements that direct people to the website where viewers are encouraged to engage with the brand through social media channels.

“What started out as a TV briefing to register the brand in the hearts and minds of teenagers, ended up taking a new turn with an online channel being used for the first time for this type of campaign in Thailand,” said Satit Jantawiwat, JWT Bangkok ECD. “The campaign has not only opened the door for JWT to exercise working in a whole new way, but has also seen our CP client break through their communication norm, opening them up to a new creative marketing opportunities. Essentially, we created a new communication paradigm for them and us. It’s a great campaign that works for both sides.”

In just one month, the campaign has seen enormous success, with results including:

-KPI was set to reach 500,000 website views within four months. By early May (one month into the campaign) site views have already surpassed this target.

-What’s more, the CP Sausage product has had a great sales impact and products have flown off shelves in 7-Eleven stores throughout Thailand.

-Due to the popularity and positive feedback around the campaign, along with several requests from consumers, plans are in the works for a 2nd phase of the sitcom which will increase episode screenings to two shows per week.

“For the agency, client and market we have successfully created a new communications format that has proved relevant to the target market; attracting and engaging them with the CP Sausage brand,” stated Parattajariya Jalayanateja, JWT Bangkok, Brand Team Leader. “We are extremely proud of this campaign and look forward to continue creating more exciting programs with CP Foods that are redefining the way brands communicate with consumers in this market.”

OOH ad translation:

First time ever, a full-flavored Online Sitcom.

A story of hilarious tenants, produced by the famous sitcom director.

You are invited to taste it at www.SausageMansion.com

Starts this April 4. A tasty sitcom sponsored by CP Sausage

CREATIVE CREDITS

Agency: JWT Bangkok

Client: CPF Food Products Co., Ltd.

Exposure: Online, TVC, OOH

Project Name: SausageMansion

Executive Creative Director: Satit Jantawiwat

Assoc. Creative Director: Mongkol Niruttikul