The brand wanted to communicate the “unordinary softness”, which makes Dutchmill Smoothie different from others in this highly competitive market. Therefore, we used the unordinary execution in engaging with the target as well as igniting their unordinary ideas in creating their own clips of saying “Dutchmill Smoothie”. With the weirdness of the idea created by the participants, the campaign became highly engaging with teens in Thailand.

Even though this campaign started from a radio spot with a very low budget of radio airtime, the conversation around “the unordinary softness” was amplified even larger via the spread of the online buzz created by the consumers, which helped strengthen the product’s unique selling among the teens’ perception.

The unordinary softness trend from consumers creating their own unordinarily soft microphones spread quicker and further through social media than we ever thought possible. The teen target audience began associating Dutchmill Smoothie with unordinary softness while brand awareness reached 78%, a figure Dutchmill had never seen before.

Production cost of radio spot, USD 1,522

Production cost of the VDO showing production process of radio spot,USD 5,000

Media cost of radio, USD 16,500

Total, USD 23,022