At movie theater, there are many Drinking Water brand available for sale and moviegoers don’t consider Crystal as top of mind brand. So a movie theater is an ideal venue to directly make them aware of the problem while drinking Crystal.

CRYSTAL DRINKING WATER, which is the only drinking water brand that has refreshed movie audiences for years, wanted to encourage people to think before using mobile phone in cinema. We were attached special devices under some seat in cinema, which is the place that our target live, to warn people in the real situation what would happen to them if their phones were on while watching movies. We chose 37 cinemas in Thailand that sell our products and ran the guerrilla campaign for a week.

Over 37 cinemas in Thailand that we run the campaign, when the audiences experienced the campaign, most of audience who did not turn off their cellphones had responded by turning off their mobile phone at once. The campaign became top trend topic in social media.