ABOUT

Background
The average Thai person consumes more than one teaspoon of sodium per day, more than the WHO organization recommends twice. As they are exceeding daily sodium intake from the instant and frozen foods without knowing that sodium in these foods can store in body and cause life-threatening diseases. So how can we encourage Thais to consume less sodium?

Creative Idea
We created a ‘dark mystery’ film that encourages Thais to be sodium-aware and rethink their diet: “Less sodium, less disease.” By featuring the space travelers who travel for many years to find the new world and survive amidst the chaos. They won’t starve to death due to the frozen foods, yet when they reach the destination, there is no one alive, indicating that sodium can be stored to death.

Strategy
Finding the real cause of the exceeding daily sodium intake which is the habit of eating instant frozen foods from widely opened convenience all over Thailand. To make the information easiest to understand we created the online entertaining short film and make Thai labor force aware that the more you eat, the more sodium you store, and the more you risk your life.

Execution
We created an entertainment online film, demanding to draw Thai label forces to change their eating habit around across the online / offline platforms. Start by posting entertainment films through our social media, we use diverse online media placements e.g., Facebook, YouTube and Website on 1st December 2022.

Results
As recognized throughout social media and community application, this film is currently going viral, especially on the Line application, which Thai people usually use for updating and forwarding real-time news. Moreover, it receives a lot of positive feedback on marketing websites such as Marketech-Apac, The Drum, Marketing Oops. People are excited to watch this ad, we gain gross rating point (GRP) 27% more than previous campaign on the Thai Health Promotion Foundation. We gain more than 2 M. impressions on the first TVC launching, 46 M. impressions and 6 M. view of online video.