The Scary Road
Description
PT Scary Road
Background To effectively convey the key benefit of PT oil, which is freshness, we aim to communicate in a fresh manner across social platforms. But how did we build the excitement for a very 'mundane' topic?
Insight & Approach
Consumer response to fear-based marketing is robust. Considering the Thai context, the scariest thing for people are ghosts. And as Thai's behave, whenever we are going on a road- trip or driving at night, the topic of ghosts get discussed heavily in the car.
IDEA
Transform mundane messages into captivating ghost stories. By depicting other oil products as road-life horrors, we emphasize that using our oil ensures these frightening experiences are avoided. Incorporating a Thai vintage ghost novel style leading to a high level of engagement.
RESULTS
Introducing a unique conversation starter in the oil industry—utilizing fear-based marketing with a twist. Our ghost stories engage customers, fostering intriguing discussions and setting our product apart in a fresh and distinctive way. Generated 2,225% engagement rate VS Thailand
average Facebook Page video post engagement in 2023
This professional campaign titled 'The Scary Road' was published in Thailand in October, 2023. It was created for the brands: PT and PT Gas Station, by ad agency: Brilliant & Million. This Content, Design, and Digital media campaign is related to the Industrial, Agriculture industry and contains 2 media assets. It was submitted 9 days ago by Titipun Tubthong.
Credits
Chief Executive Officer: Sorada Sornprasit
General Manager: Thanaporn Chankitmunkong
Senior Account Manager: Thuchtong Pongtrakul
Account Manager: Boonsita Pongpoolsuk
Head of Creative: Titipun Tubthong
Creative Director: Kaiwan Teanngam
Creative Group Head: Nutthawut Amkamsong
Creative: Inthuch Ketusingha
Creative: Kittipon Sanitwong Na Ayuthaya
Head of Multimedia Designer: Yuttana Chaiwat
Senior Multimedia Designer: Intouch Pumsakha
Multimedia Designer: Krittakan Chaiyadum
Producer: Thanpuwis Sonprasitt
