Thailand is a tightly regulated market, with a distinct lack of quality local branded entertainment.In Thailand over the last decade, where brands have developed TV content they have taken a traditional, passive, media sponsorship approach. This has included sponsorship idents (opening and closing credits), basic product placement and the production of TV scoops (programme related commercial spots).This is due to the tight regulation that governs the branded entertainment market, imposed by the broadcasters. Although brand and product mentions are allowed within programming, there is strict censorship to ensure that certain kinds of overt messages and key product benefits are not promoted.With the growth of the international market, appetite for branded entertainment in Thailand has also grown and 1 or 2 local production companies are now actively seeking investors in ad-funded shows. However, there remains a lack of good quality locally produced content, tailored to the market. With the strict regulations outlined, it remains a challenging environment to create original formats.Our success with ‘The Symptom’ is re-defining this model, allowing us to create distinctive, original branded content for our clients and leading to the growth in Thailand of branded entertainment.

We created buzz around the show, treating it as a TV station would their new season launch. We held an upfront press conference, which 200+ media outlets covered. We also launched 15 & 30 second promos, which ran supporting every episode with MCOT (our broadcast partner).To drive ongoing engagement, we developed a digital strategy fuelled by specialist entertainment and healthcare bloggers tweeting about the show. Viewers could view content on YouTube, and discuss via our Facebook page. Throughout the broadcast we facilitated real time interaction via a live SMS feed, allowing viewers to share their thoughts onscreen.

We have tracked business metrics, and over the show’s run found:- 14% revenue increase - 37% increase in new patients- 13% increase in the number of patient visitsNB: We have compared pre & post broadcast levels for each metric, and can state that there was no other significant activity for the brand or the industry at this time. We have also tracked campaign outputs:* Almost doubled the average time slot rating, from 0.9 prior to The Symptom, rising to an average rating on 1.5 for The Symptom, with a peak of 2.6.* 500,000+ YouTube views* 4m+ cumulative reach* Attracted second tier sponsors, and over twelve advertisers* 14,223 Facebook ‘Likes’* 2,000 SMS’s screened throughout the series* PR coverage worth 12m+ BhatWe currently have interest from 4 international distributors to take this highly innovative format into other Western and Asian markets. This will open up a new revenue stream, effectively making the show self-funding in Thailand (the Intellectual Property rights rest with Phyathai & Agency).