BANGKOK, THAILAND – As year-end lucky draw campaigns become increasingly competitive, blueplus+ chose not to follow the conventional promotional formula of simply giving away prizes. Instead, the brand posed a different question: how can a lucky draw campaign create deeper engagement beyond merely “participating to win”?
Drawing from a key cultural insight — that Thai people often turn to blessings and rituals when they hope for success — blueplus+ reinterpreted this belief within the context of a lifestyle application. The result was blueplus+ Blessings Brought to Life, a campaign that transformed brand communication into a tangible, participatory experience.
Developed by CJ WORX, the creative agency behind the campaign, the idea elevated “Nonn Plus,” the blueplus+ mascot, beyond its traditional role as a brand icon. Nonn Plus was reimagined as the symbolic centerpiece of the campaign through a physical statue installed at Siam Square One, inviting the public to physically “ask for blessings” from the brand in an offline setting.
This real-world activation was strategically designed to connect directly back to the product — the blueplus+ app. Campaign mechanics encouraged user acquisition through new member registrations, first-time app downloads and logins, as well as blueplus+ digital wallet usage at OR Group merchants. Each action became part of a modern-day “blessing ritual,” seamlessly linking cultural belief with actual app usage and brand engagement.
More than a lucky draw offering a year of free Café Amazon drinks, blueplus+ Blessings Brought to Life demonstrates how cultural insight can be transformed into a holistic brand experience. By connecting belief, emotion, and real-world behavior, the campaign exemplifies a marketing approach that goes beyond messaging — creating meaningful participation and lasting brand recall.
