The idea is brought to life through a narrative in which compares “capturing the fat by CHITOSAN” ,the main product benefit of Verena SURE, with the working procedures of police. Rather than using scientific visuals and graphics like the common ways, we create a Thai humor and insightful situation comedy to jump out of the cliché and attract the audience effectively. With this, we can turn boring and complicated information into the interesting content that generates social conversations as well as sales. The idea was easily presented in an ONLINE FILM format and promoted on Facebook as it is a major channel of our target market.

The full local campaign was executed from start to finish, including 14 days FDA approval period, within a 3-month turnaround time period. The campaign kicked off with an online film specific targeted to working women via Facebook. After sparking audience’s attention and word of mouth was achieved the TVC was quickly released the following week to achieve mass attention and drove even more traffic to online. At the same moment, other medium with customized message for each touch points were launched such as OOH – TVC and key visual on sky train station, TV Tie-in, and owned social media launch and maintaining :- Lines and Facebook.

Human Impact Immediately after launched, Thai audience started spreading it via their social media channel on that very day. The hugely active reactions from audience created talk of the town impact. One of Thai famous press even raised the topic of weight control diet supplementary and wrote a full page column because of this social impact. This campaign was able to earn even higher returns of Reach, Engagement and Sales despite zero budget spend on media! Reach The Online Film reached 4.7 million organic views within 5 days. Engagement The rate of consumers’ searching for “Verena Sure” immediately increased by up to 109%. And Verena’s call center experienced a record high for inbound calls at an incredible 83% jump from normal levels, handling both inquiries and purchase orders. Sales Sales volume increased by up to 67% within the month and has maintained this level up until now.