Situation:

Asia is going through yet another social transformation, student movements and demonstrators have once again taken to the streets. They are loud, they are clear, they want change, and they want it now.

In Hong Kong, the demonstrators have adopted ‘V’ The mask-wearing anarchist. In Thailand, it’s the three-fingered salute from the hunger games. These have become modern-day symbols for both social and financial change-seekers. The word ‘Revolution’ is now banned in Thailand

Brief:

Create a campaign that reaches beyond the usual crypto currency target, of straight white males. Let's speak to females, LGTBQ, People of color, older, younger and everyone else the Industry has been ignoring in Thailand.

Objectives:

To increase the brand's voice share, and become representational to the target. Make people proud to use the product, and create a connection between the target and the brand that's beyond transactional.

If blockchain is indeed a financial revolution and new world economies are truly about access, proliferation, and opportunity then why is Asia’s growing crypto landscape filled with hard-selling, ‘get-rich-quick’ ads only targeting light-skinned males with deep pockets?

Our idea? We gathered 9 rebellious influencers: A Thai-Cameronian activist turned queen of TikTok, a local gay man turned king of Bangkok’s drag scene, a soap star who was told she was too old to act, so she became the biggest producer in town and cast her self. All of them rising, against all odds to stardom.

We then matched them with the most iconic film rebel outfits and looks we could think of, and over the next few months— Princess Leah, ‘V’ and Effie Trinket-inspired heroes took over trains, billboards, and screens—nationwide in the most diverse showing of color, sex, and pride to feature in a Thai campaign.

Data gathering and use:

Through social media, word of mouth, and our familiarity with the local market we identified influencers that matched our target personas. We then used live data from our social media placements to inform the geographical placement of the digital out of homes. Who to place, where, and how much. If some performed better in rural versus city areas, live data informed us in real-time which allowed us to react to almost on a daily basis, increase, decrease and change media placements according to data trends.

Target Audience: The audiences all other crypto companies ignore:

Women, LGBTQIA+, BIPOC, Student Liberal, Women and Men Over 50.

By engaging with TikTok, YouTube, Facebook, and Instagram we were able to cover all of our target needs.

By selecting influencers and topics that specifically appealed to the different targets we ensured they would notice, and tell each other.

Amongst our 9 influencers, are a Cameroonian activist turned TikTok star, a local drag queen that has since gone to international acclaim, and a royal blooded rebel turned rock star. We created a 2-day and 2-night photo and video shoot, as well as filmed the day from their POV. Two photographers and 12 Videographers shot simultaneously while fashion designers created original outfits, art directors created original props, and geometric stages were constructed to create the world of the 'new world'.

Over the course of production, we followed and filmed the cast, both off and on set. Stills photography, cinemagraphs, videos, and vlogs were created and used as content for over 100 Out of Home placements nationally, transit wraps, digital video, cinema trailers, and even a special edition NFT collection minted live with fans at a culminating special event at our experience center at Siam Paragon.

Reach: Over 35 Million.

Engagement: Over 1 Million.

Sales (Registrations): Over 50k

Goal: 5x on 10k Registrations