ASIA-PACIFIC – BANGKOK, MAY 2, 2012: In a country where achieving beer brand loyalty is a challenge, JWT Bangkok was able to make a breakthrough with two of its campaigns.
In last week’s Asian Marketing Effectiveness Awards, JWT Bangkok took home two bronzes in the Asian beer segment, specifically Heineken’s “Shoot the Music” campaign and Tiger Beer’s “50 Must Do Things in Asia.”
“The fact that we won two of three medals that went to Asian beer campaigns, and we made those campaigns a market where you can’t directly advertise beer, is quite an incredible feat,” said Bob Hekkelman, Group Managing Director of JWT Bangkok. “I’m extremely proud of my entire team for this impressive doubt act.”
The Thai alcohol market is heavily dominated by whiskey sales. On average, Thais consume 33 liters of beer per year, and tend to switch brands based on the occasion and venue.
Building brand loyalty is made all the more difficult by tight regulations on alcohol advertising: Ads cannot induce or encourage consumption, run a tagline, or even show a shot of a pack of beer. Brand logos can occupy only 3% to 5% of total ad space or air time and must include a warning that comprises 20% of total ad space.
Given these restrictions, JWT Bangkok’s double win at the AMEs have become particularly noteworthy. “We have worked hard to think outside the box, and create campaigns that raise the profile of the brand while living within the spirit of Thai law,” said Hekkelman. “Our win last week shows we’ve carved a niche for ourselves in a very challenging market.”
Heineken’s “Shoot the Music” campaign introduced a groundbreaking concept, where JWT’s creative team invited people to a concert directed by Cannes Award winning film director Pen-Ek to enjoy the music – and become participants in a live film at the same time.
For Tiger, JWT produced the “50 Must Do Things in Asia” guidebook and app to reach the tourist market, a target that is constantly influx and ranges from high-end travelers to backpackers, and can’t be reached through traditional Thai media.
“At JWT we believe in creating real experiences. The book is a great example – it was something tangible to help tourists to experience Thailand in a fun way and give them something to brag about when they get home,” said JWT’s Executive Creative Director, Satit Jantawiwat.
