Happy Noz is completely new to the market both brand awareness and application. The film has to educate consumer of its benefit and application. Health product is a serious category, it always be communicated in a serious and academic tone which is boring and turn consumer away. Meanwhile Happy Noz’s main target is mother with kid who is very cautious about anything to be used for their kid. There are a lot of information to be explained, the 5-minutes film need to be simple, insightful and has entertainment value to keep audiences to the end and get all the message.

It is very hard for a small local brand from upcountry to get a shelf-space in pharmacy or convenient store. Happy Noz is an onion oil sticker for runny nose and allergy protection. It is a new brand, new kind of product, never happen before, and no awareness at all, Happy Noz would like create brand awareness in social media channel. The main target market is Mother with kid then expand to adult.

The weakness of the product is the perception toward onion for its strong smell and the effectiveness of the product as the design looks too cute (aimed for children). Advertising have to create trial by communicating the reason to buy.

As budget is small as USD 300,000. The advertising must be so impactful and have factors that can push the work to go viral.

"Kid today is very smart, they need a good reason to buy anything"

Mother took a kid to a pharmacy buying medicine for her runny nose, the kid voiced out that children doesn't like eating medicine. The pharmacist introduced her to put on Happy Noz onion sticker.

Any treatment someone taken is a serious issue, the kid was so smart that she was very cautious and skeptical of what the pharmacist said. She was not easily convinced. With all adults' surprise, the kid asked the pharmacist many intelligent questions (which adults hardly do), she investigated and even asked for research papers and read the evidence before using the product.

The story went on as a Q&A session, as the kid fiercely dug down any negative the product would be and the pharmacist can clearly explained the product benefits.

Until she satisfied with the answers then she let her mother buy.

Starting from problem that mother always has hard time convincing kid to take medicine, collecting category & product pain point and using them as insight for creative idea. Question and answer between kid (represent user) and pharmacist (represent brand) as execution is to reveal Happy Noz’s benefit as the solution for mother and provide the reason to purchase. The communication must be so impactful in such a way that people talkabout and share the work so brand can leverage free media and PR and stimulate pharmacy to order Happy Noz into their store to serve customers.

An online film length 5 minutes to be published in Social media, Youtube and Facebook, (supported with 4 cutdown versions). The airing date was 30/7/2021 – 30/08/2022. The media budget is USD 300,000.

Happy Noz is a new brand and new product in Thailand. The first commercial VDO launched in July 2021. Despite of small media budget < USD 300,000, the VDO got super-high engagement rate. It became viral, got free PR, shared, mentioned, meme across social platforms (FB/YT/TikTok/Line etc.) not only in Thailand but in many Asian and Middle East countries. It was ranked as one of the best ad of the year 2021 by Ad-Addict. Within 6 months, domestic sales rise up to 26% and it opened up international market with more than 600% increase in sales. The VDO has successfully created sustainable brand awareness and brand preference in an extraordinary way. Within a few day after media launched, Happy Noz becomes one of the most sourced after product by consumers and pharmacies. Power of creativity made a small brand standing out on a crowded shelf of 7/11 and many more.