BANGKOK, THAILAND – In 2020, Thailand’s economy experienced what the media called “the worst in Asia”. The ripple effect of COVID-19 will render an estimated 3.3 million Thais unemployed by the end of the year, and these people cannot count on government programs for help.
“Puengton Project” is a non-profit program that aims to help Thais stand by themselves through its “Sufficiency Economy” program. This free 3-month program will educate the ways of self-learning and self-sufficient living according to the new agriculture theory under the mentorships of Wiwat Salyakamthorn and Pannarai Paholyothin, and Rojanee Leerakul – founders of Pannar Sufficiency Economy Philosophy Learning Center. The project aimed to recruit 1,000 participants to learn from the masters and build their own support network without begging for the government’s help.
We identified a trend where our Gen-Y target audience are avid online course takers. They’re willing to pay and learn about anything and everything via online platforms. But when it comes to sufficiency economy, you can’t learn it online. You have to live it hands-on.
So for the program recruitment, we launched an “online course” ad that asks those looking for the next online course… to go offline and learn the ways of sufficiency economy by literally standing on their feet.
Within 1 week, we received around 5,000 applications and 300k views with a media budget of under 10k baht.
The “Puengton Project” offline course officially started in mid-August and will conclude in the first quarter of next year.
CAMPAIGN CREDITS
Agency : Wunderman Thompson Thailand
Creative
Thasorn Boonyanate, Executive Creative Director
Supalerk Silarangsri, Copywriter
Smach Chotitat, Art Director
Strategic Planner
Sean Lee Ong, Director of Strategy
Chayanun Charoensuksiripathorn, Research Associate
Producer
Jiroj Mechoojit, Production Director
Jiraporn Channawach, Producer
ACM
Parattajariya Jalayanateja, Managing Director
Nuttawut Boonpan, Client Service Director
Aphesa Iamsakulpanit, Account Director
Raynucha Luangwilaiwan, Senior Account Executive
Production House : Dune Creative House
Director : Thasorn Boonyanate
Asst dir: Treenud Leelawasin
Producer: Phimpharb Arunchaiyaporn, Rungruj Sutthiwongkij
Camera: Kittipat Teachatararak, Kritsada Nakagate (unit2)
Editor: Pattaranan Sukbutr
Colorlist: Phiradon Witcharonasorn
Music score: Korkiat Chartprasert
