Brand Experience and Activation > Touchpoints & Technology
GREYNJ UNITED, Bangkok / TIKTOK / 2023
Overview
Credits
Why is this work relevant for Brand Experience & Activation?
This is a brand experience by TikTok on TikTok channel where TikTok host online Songkran festival and invites people to join.
Background
Background
Songkran Festival is the most famous and biggest
offline festival in Thailand. Each year, Thai people
across the country, hold events to connect and
celebrate Songkran festival in their own way. But
during pandemic, Songkran festival everywhere has to
be canceled for health safety reason
As for Songkran 2022 is near, while COVID-19 situation
is still unclear. People are craving to meet and celebrate
but still afraid to go out. How does TikTok, a brand with
a belief of connecting and celebrating, encourage Thai
people, to connect and celebrate again while COVID is
still out there.
Describe the creative idea
IDEA
For Songkran 2022, TikTok, in partnership with Tour-
ism Authority of Thailand, launched SONGGRAND,
the first, and biggest virtual Songkran festival within
TikTok platform to connect Thai people from all ages,
gender and provinces across the country to celebrate
Songkran festival together despite staying in their
own home.
First, the campaign launched the new 'SONGGRAND
anthem', a traditional songkran song with a twist that
led people to join SONGGRAND festival on TikTok.
When people open TikTok app they will see a special
SONGGRAND design Ul that let people walk through
Songkran activities just like in the real world with
activity themed TikTok filters.
#MISSSONGGRAND : Online beauty pageant contest
#SONGGRANDMENU : Songkran themed food contest
#SONGGRANDBEAUTY : Songkran make up and dressed up challenge
#SONGGRANDDRAMA : Songkran themed movie challenge
Describe the strategy
As for Songkran 2022 is near, while COVID-19 situation
is still unclear. People are craving to meet and celebrate
but still afraid to go out. How does TikTok, a brand with
a belief of connecting and celebrating, encourage Thai
people, to connect and celebrate again while COVID is
still out there.
Describe the execution
First, the campaign launched the new 'SONGGRAND
anthem', a traditional songkran song with a twist that
led people to join SONGGRAND festival on TikTok.
When people open TikTok app they will see a special
SONGGRAND design Ul that let people walk through
Songkran activities just like in the real world with
activity themed TikTok filters.
#MISSSONGGRAND : Online beauty pageant contest
#SONGGRANDMENU : Songkran themed food contest
#SONGGRANDBEAUTY : Songkran make up and dressed up challenge
#SONGGRANDDRAMA : Songkran themed movie challenge
List the results
RESULTS
34.9. M
IMPRESSIONS
449.1 M
TOTAL VIEWS ON TIKTOK
3.5 M
REACHES ON PR
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