Film > Branded Content & Entertainment
WOLF BKK, Bangkok / CP / 2024
Awards:
Overview
Credits
Write a short summary of what happens in the film
CP, a world-leading food brand, wants to raise consumers' awareness about chicken safety standards.
We came up with the idea that no Brand in history has ever done this.
“The Aerospace Quality Chicken”. Now people can perceive every beneficial aspect of CP Chicken including Safety & Nutrition, Manufacturing Processes, Quality in Poultry Farming, in just ‘one single message’ without any further explanations.
This film tells a story of a family who bought chickens for their home. Until it was discovered that this chicken was no ordinary chicken. It's a "The Aerospace Quality Chicken” The film will include funny jokes. Along with telling the message that the chicken we eat It's the same chicken as an astronaut.
Background:
CP, a world-leading food brand, wants to raise consumers' awareness about chicken safety standards. Every brand in the market acquired the same approval standard. We ask ourselves how can the brand elevate the quality of the product and drive the perceived value to become the brand of consumer’s choice.
Describe the Impact:
- 4 BILLION BAHT, TOTAL SALES INCREASED (FROM LAST YEAR)
- 1.3 BILLION IMPRESSION IN 1 MONTH
- NO.1 TWITTER TRENDING IN THAILAND, NO.3 TWITTER TRENDING IN WORLDWIDE
- EARNING FREE MEDIA FROM 108 PUBLISHERS
- BECOMING NO.1 BRAND ATTRIBUTE (SAFETY) AND LIFTING UP CP CORPORATE IMAGE.
- 2X HIGHER OF AD RECALL THAN AN AVERAGE
Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.
Every brand in the market acquired the same approval standard. We ask ourselves how can the brand elevate the quality of the product and drive the perceived value to become the brand of consumer’s choice.
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