Cannes Lions

Pa-Sa-Thai Machine

THE LEO BURNETT GROUP THAILAND, Bangkok / TOURISM AUTHORITY OF THAILAND / 2017

Presentation Image
Demo Film

Overview

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Credits

Overview

Description

We invented the “PASA-THAI MACHINE”. The machine that will let people enjoy learning Thai language or Pasa-Thai and earn some rewards. This would make their first Thai local experience (with Pasa-Thai) memorable ones.

Execution

“PASA-THAI MACHINE”

It’s the machine that let's people have fun learning Thai in an enjoyable ‘Karaoke’ way. The machine, connected with the “Google cloud speech API”, all people had to do was simply speak the words presented on the screen. Then the machine detected their pronunciations, and if their pronunciations were close to the local Thai accent, the Pasa-Thai Machine rewarded them with the exact same item they just spoke in, creating their first experience with Pasa-Thai in a more memorable way.

Outcome

The Pasa-Thai Machine gained huge attention at the WTM London 2016, where we test ran it for the first time. Over 1,425 participated and over 4,400 deals were made at the Thai pavilion during the 3-day event.

We achieved our goal of encouraging people to consider visiting Thailand with Pasa-Thai.

After the success of our initial Pasa-Thai Machine launch, the Tourism Authority of Thailand has planned on rolling it out in many different events across the world in 2017.

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2023, TOURISM AUTHORITY OF THAILAND

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