Obstacle #1

In 2014, Thai television history was made as analog TV transitioned into digital platform. Originally, only 6 channels were available, but the digital crossover brought about a total of 48 channels, making competition for the same number of eyeballs extremely fierce. TV ratings dropped sharply and the future of Thai TV faced extreme uncertainty.

Obstacle #2

Moreover, this coincided with rapidly changing media behaviors of Thai people with multi-screening activities on the rise due to a growing addiction to social media, which Bangkok is said to be the Facebook capital of the world. Evidently, Thais own on an average of 5.1 communication devices.

This all led to the fragmentation of attention and was the darkest moment in Thai TV history.

Obstacle #3

With respect to regulations, Thai television does not permit brands to demonstrate deodorant product usage on armpits as it is considered culturally inappropriate in Thai society.

Obstacle #4

Last but definitely not least, Fremantle Media, the owner of the global platform of the show ‘Got Talent’, imposes strict rules on sponsors by which the brand is restricted to doing only very few activities during the show, making it hard to create significant noise during programming time.

Introducing “Thailand’s Got Talent Season 4-4D, DO:MORE with Rexona” using “4D” concept to allow viewers to interact real-time with customized branded-content across all key screens and through all popular social platforms, as well as “Thailand first branded second screen interactive mobile application”, ScanAd. The app is automatically activated by digital watermarked sound waves, inaudible to human ear, embedded in the show with branded quizzes or content linked with every show episode on viewer’s mobile screen. Every interaction converts to redemption point such as answering quizzes, voting, or sharing content, all to bring attention of viewer to Rexona and the show.

• Viewers waited to interact with Rexona content like never before

• 10% increase in branded-content ratings versus older seasons regardless of overall rating drop, achieved 14% maximum rating

• 40% shares of viewers against 47 other channels, making it the most popular show in Thailand at that time

• 56,914,800 engagements from 3,011,362 scan via interactive mobile application

• 59.7 million Youtube views, counted as 527 years total time view

• 139% Facebook fan growth with 2,176,774 organic reached with Rexona branded content

• #1 global hashtag trend in June 2014 for #TGT4

• 19% brand-awareness increased after the show from 66% to 85% awareness

• 98% of viewers considered to purchase Rexona product