“HISO Edible Insects” wanted to build up a brand awareness as the first and only brand that turned “exotic snacks” from street food to modern snacks in convenience stores. The brand approached its consumers with nice and friendly insect snack products. The products became a huge success. As a result, both Thais and foreigners love the products so much they keep wanting more. The great sale made the production line to run short. Without products on shelves, people can’t recognize the brand which made the brand lack of its awareness.

“Great sale is the enemy of brand awareness,”

To break away from this opposition, we use billboards, the most traditional media and simplest way to drive curiosity of the public and challenge them to find out more about us. We presented the facts by using fun words to catch people’s attention, and put them onto various outdoor ads. Shouting out to the public that the sale was too good that the production line couldn’t match high consumption demand. The brand wanted to put its ads space up for sale because they no longer needed them.

The billboards caught people’s attention and they recognize our brand right away. Our ads made them curious so they wanted to find out more. Thus, they went out to stores and found the empty shelves, which made our ads even more powerful. The pieces became talk of the town as people took pictures and shared them around social media. Starting out as offline medium, words of mouth pushed the content into online. As a result, people actually contacted us to purchase the media. Though our products were sold out, people still think of us first when it comes to insect snacks!