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To build and nurture Tesco Lotus brand affinity during Mother’s Day in target market of Thai housewives aged 20-45 [SEC B to C] within metropolitan area.

Since August is the Queen’s birthday and equivalent to mother’s day, this year Tesco Lotus would like to do something different and put more emphasis and importance to the month of women.

With today’s fast pace lifestyle, people tend to overlook the importance of mother day, so we want to reminded people to show appreciation to the sacrifices made, the blood, sweat, and tears shed.

A 2 minutes film that illustrates the life of a parent willing to do anything for the well-being of their child. A life on the road as a taxi driver, with no knowledge of what the future holds. The driver must overcome and endure the hardships faced during work to survive and provide day-to-day. The movie plot twists at the end revealing that the taxi driver is in fact, a woman, conveying the message that women can achieve just as much as men can because we believe in POWER OF MOTHER’S LOVE.

As a result, the film were praised by
4 Thai major TV networks and over 100 websites with over 5 million views, 80,000 shares and 90% positive feedback on social media. Furthermore, this film was awarded an excellent brand communication on the International Women’s Day by The Department of Women’s Affairs and Family Development (OWF).

Ultimately, the campaign has helped people to realize the sacrifices of their mother and also recognized Tesco Lotus as a trusted brand that treasures the value of family.