Tag: Thailand

Thailand – Samsung Electronics is introducing new ways to save electricity costs through the SmartThings app in its latest short film launch. The film, in collaboration with BBDO Bangkok, highlights SmartThings’ AI Energy (Saving) mode.

As part of Samsung’s ‘Don’t Lose What AI Can Save’ campaign, the film taps into Thailand’s ‘fear of losing money’ as electricity costs soar. Activating AI mode in SmartThings allows consumers to optimise their home appliances, helping them reduce bills.

The film is set in a lost and found department, where three children, all named Bill, enter. As a playful metaphor for losing money from electric bills, each child shares how they got lost. They share how their moms left the fridge open, fell asleep with the TV on, or forgot to turn off the air conditioner.

With  cultural insight, the film also draws from Thai slang, naming children Bill when banknotes are called ‘bank.’

Directed by Jatuphong Rungrueangdechaphat of Early Bird Film, the short film incorporates quirky humour with emotional storytelling, serving as a reminder for viewers that high electricity bills can be avoided.

Warunyoo Sorasetsakoon, group creative director at BBDO Bangkok, said, “In this economic climate, even small savings go a long way. SmartThings gives Thai households the power to stop silent energy loss—because 6,922 baht per year is too much to let slip away.”

Thailand – Popular delivery platform foodpanda is exiting the Thai market on May 23 this year amidst a continued ‘geostrategy optimisation’ done by Delivery Hero, the holding group recently disclosed.

This decision to exit this APAC market is in line with Delivery Hero’s focus on optimizing its geostrategy – as shown by the previous discontinuation of operations in countries such as Denmark, Ghana, Slovakia and Slovenia. 

Despite this, Delivery Hero will continue concentrating efforts in other parts of APAC where the group sees greater return.

Moreover, the company’s regional team which provides services such as marketing and people operations for the Asia-Pacific region, and is based in Thailand, will continue to operate as usual.

“Delivery Hero thanks its employees, customers, partners and riders in Thailand and is committed to supporting them during the transition period,” the holding company stated.

It is worth noting that one of Delivery Hero’s strategies to optimise its geostratgy in APAC included the acquisition of several assets from Deliveroo in Hong Kong following the market exit of the UK-based delivery service. Moreover, Delivery Hero recently previously had plans to sell foodpanda Taiwan to Uber, but was blocked by the country’s FTC over competition concerns.

Thailand – With Songkran celebrations set to begin, Pernod Ricard, the producer of premium international wine and spirits, is bringing back its ‘Drink More Water’ campaign in Bangkok for a second year, as part of efforts to promote moderation and reduce binge drinking during the holiday.

The ‘Drink More Water’ campaign, part of Pernod Ricard’s global sustainability and responsibility strategy, was first launched in 2021 and expanded to nine Asia-Pacific markets in 2023. It has since reached over 600 million people online and more than 23 million in person across 61 markets.

This year’s campaign introduces a more playful and culturally relevant approach, taking cues from Asia’s fondness for shaved ice and street-side refreshments—popular ways to stay cool during the festive heat.

For its second year, the campaign introduces vibrant hydration stations that offer festivalgoers a refreshing break amid the city’s Songkran festivities.

For the first time, these stations are designed to resemble local bus stops and will be set up at three key locations in Bangkok: Silom Complex, Siam CentralWorld, and Donki Thonglor. Each station will provide complimentary popsicles and water bottles to help people cool down and recharge.

Designed with bright, festive visuals, the stations also double as photo spots. Brand ambassadors will be present to encourage hydration, promote responsible drinking, and help festivalgoers pace themselves for a safer celebration.

“Songkran is Thailand’s most beloved holiday, a time to celebrate with friends and family. At Pernod Ricard, we’re dedicated to helping consumers make mindful choices about when, how, and how much to drink during this festive season,” said Patrick Castanier, managing director at Pernod Ricard Thailand. 

“This year, we’re reimagining hydration in new and exciting ways, encouraging everyone to stay mindful of their hydration, pace themselves, and ensure the joy of Songkran lasts beyond the celebrations,” he added.

The Drink More Water campaign will run from April 12 to 15 at various hydration stations across Bangkok. Festivalgoers can receive a complimentary popsicle by following @drinkmore.water.rp on Instagram, taking a photo at one of the stations, and sharing it publicly via Story, Reel, or Post. Proof of following and posting is required for redemption.

As part of its broader responsible drinking efforts, Pernod Ricard has also introduced digital labels on more than half a billion bottles across 166 markets, providing consumers with information to support mindful alcohol consumption. The company maintains that genuine conviviality is incompatible with excess and encourages those celebrating Songkran to prioritise moderation and make responsible choices.

Bangkok, Thailand – Global socially-led creative agency We Are Social has today made a series of significant announcements across Asia-Pacific. Suzie Shaw, previously CEO of We Are Social Australia since 2015, has been promoted to the new role of Asia-Pacific CEO. Moreover, the agency has also announced the opening of a new office in Thailand to support its clients for the local market.

While continuing to lead the team in Australia, Suzie will now also be responsible for driving the agency’s growth across Asia-Pacific, fostering regional partnerships, and strengthening capabilities. She will drive innovation to meet the evolving needs of brands navigating an increasingly complex social and cultural landscape. 

Shaw has been instrumental in shaping We Are Social’s success to date. She has grown the Sydney team to over 60, delivering award-winning, culturally relevant campaigns for brands such as Samsung, Audi, adidas, and TikTok. Shaw is part of We Are Social’s Executive Management Board and reports to its global group CEO Toby Southgate. 

Meanwhile, We Are Socia office in Bangkok, Thailand will have inaugural clients such as L’Oréal, KFC, Warner Bros. Discovery, and T&B Media. It offers full-service capabilities and has a team of 19 people from creative, strategy, PR and influencer and client services disciplines, with open roles in technology and gaming. 

To date, the team has worked on a broad range of creative services, including always-on social, gaming and cultural insights-led activations, engaging with subcultures and passion-based communities, as well as utilising web 3.0 technology. 

It is led by Patt Nitikarn as managing director and Nutchanun Chiaphanumas as executive creative director, who collectively have extensive global creative credentials. 

Nitikarn commented, “Bangkok has always been a creative driving force, and there is now also a huge appetite for a culture and community-led approach to social-led creative. What’s really exciting for us as a team is being able to take the global vision of We Are Social – to lead the evolution of marketing – and make it culturally relevant for our market, whether that’s using cutting-edge technology to engage with consumers and subculture communities, or bringing creativity to always-on social. As an agency of pioneers and creative innovators, we’re excited to be working with brands that share our ambition.”

The agency’s launch in Bangkok further strengthens We Are Social’s footprint across Southeast Asia, with the agency already operating in Singapore and Indonesia. In order to build upon this success, We Are Social has promoted Naiyen Wang to the new role of managing director, Southeast Asia. 

Previously managing director of Singapore, Wang will now be responsible for overseeing the agency’s presence in the region, identifying growth opportunities and building close relationships between its teams to service its roster of regional clients. Nitikarn will report to Wang; Wang will report to Shaw.

Shaw commented, “I’m excited to step into this role and work alongside our incredibly talented teams across Asia-Pacific. We have a huge opportunity to help brands not just join the conversation but lead it in a way that truly resonates with their communities. Nowhere is this better reflected than the success Patt and the team in Thailand have had so far.”

She added, “Their social expertise in subcultures and innovative technology, combined with extremely impressive creative credentials is compelling, and resonating with forward-thinking brands. The growth from the team so far has been exceptional, and there is a lot more to come. I’m looking forward to rolling up my sleeves and pushing the boundaries of what social-first creativity can achieve.”

Lastly, Southgate stated, “This is an exciting moment for us, not only in Thailand, but also across Asia-Pacific where we see significant growth opportunities for socially-led creativity. Suzie’s exceptional track record and passion make her the perfect leader for our Asia-Pacific region. Likewise, Naiyen has been instrumental in establishing and growing our team in Singapore, and will be crucial in connecting our teams across Southeast Asia. And Patt is someone whose work speaks for itself. We Are Social is the world’s leading creative social agency and with people like Suzie, Naiyen and Patt leading us forward, our position will only continue to strengthen.”

Singapore – Streaming platform Max has unveiled activations for the HBO Original series ‘The White Lotus’ in Bangkok, Thailand. The campaign follows the series’ third season release on February 17, 2025.

Building on the buzz surrounding the new season’s release, Max has launched activations and marketing efforts across Southeast Asia, including watch parties and OOH campaigns.

Max unveiled a concierge-themed pop-up at ICONSIAM and an OOH installation at the MRT Sukhumvit, inspired by the show’s hotel rooms in Thailand.

In Indonesia and the Philippines, Max hosted watch parties, complemented by billboards rolling out in Manila and Jakarta during the show’s premiere week.

Meanwhile, themed events featuring influencers and celebrities were launched in Taiwan and Hong Kong.

During the show’s premiere at the ICONSIAM River Park, Max turned the venue into an immersive space that featured elements from ‘The White Lotus.’

Thailand – Production house electriclime° has appointed Jason Heller as its executive producer for Asia amidst the company’s expansion to Thailand.

In his new role, Heller is set to oversee projects across Asia from its office in Singapore. He previously led the boutique production house Society. Prior to that, he also worked with 72andSunny, Droga5, Grey, and Johannes Leonardo.

Throughout his production experience, including in Los Angeles and New York, Heller has worked with major brands such as Google, Amazon, and Uber.

With the expansion, electriclime° is extending its production solutions to Bangkok, recognising it as a growing production hub in Asia.

electriclime°’s client portfolio includes Kia, Sony, Marriott, and Hyundai.

Heller commented, “I am thrilled to be joining electriclime°. It’s an honour to work alongside such an incredible team of filmmakers, artists, and talented individuals who consistently strive for excellence and push creative boundaries.”

“We’re thrilled to have Jason join the electriclime° team as we continue to expand and solidify our presence in the Asian market. His expertise will be invaluable in driving our vision forward,” Michael Ahmadzadeh, electriclime° co-founder, said.

“The opening of a Bangkok office adds to our strategic expansion to complement our existing global presence. This move strengthens our global network but also allows us to better serve international brands and creative agencies. Having shot several high-profile projects in Thailand, by being on the ground in Bangkok it gives us the opportunity to provide even more top-quality production services to global markets and continue to bring artistic expression and commercial storytelling to a broader audience,” Ahmadzadeh added.

Philippines – AXA has introduced ‘AXA Bucket List Ai,’ a text-to-dream creator designed to inspire people to visualise their aspirations while emphasising the importance of protecting them against life’s unexpected challenges.

Developed with Publicis Groupe in Thailand, the Philippines, and Hong Kong, ‘AXA Bucket List Ai’ is an interactive tool that generates visual representations of users’ dreams, using OpenAI APIs and Google’s Imagen3 to create lifelike images such as hot air ballooning in Cappadocia to swimming with whale sharks.

The experience also connects users to information on AXA’s health and critical illness plans and is complemented by a series of films and influencer content.

Bernice Fong, head of brand at AXA International Markets, said, “We tend to put our heads in the sand when it comes to the risk of critical illness. With Bucket List Ai, AXA is on a mission to encourage people to live out their dreams – and take positive steps to protect them by safeguarding their health and finances and planning for the future.”

AXA’s campaign highlights the reality that critical illnesses can arise unexpectedly, disrupting lives without warning. Research suggests that visualisation techniques can help individuals stay motivated towards their goals. With this in mind, AXA developed an interactive experience designed to encourage people to envision and pursue their bucket list aspirations.

“Unfortunately, we will all be touched in some way by critical illnesses at some point in our lives. With the launch of AXA Bucket List Ai, our primary objective is to shift the prevalent belief that critical illnesses are beyond our control and empower everyone to take proactive steps to protect themselves from the impacts of such illnesses,” said Arthur Lenfant, global brand manager at AXA.

“There is so much doom and gloom in the critical illness insurance category, but with the launch of Bucket List Ai, AXA is using people’s bucket list inspirations to promote positivity around protecting their dreams. Behind the scenes, there are multiple AI systems analysing as you type, suggesting alternatives, and scanning for the most inspiring imagery. As a digital experience, Bucket List is a powerful reminder of how precious life is,” explained Laurent Thevenet, head of creative technology at Publicis Groupe APAC.

The AXA Bucket List Ai is now available in Thailand and the Philippines.

Thailand – KFC has ignited a seemingly disastrous endorsement to promote the new ‘Buldak Dunked Wingz’ in collaboration with Publicis Thailand. 

Orchestrating a social media frenzy, KFC and Publicis Thailand teamed up with food influencer Bankii. In an advertisement, KFC unveiled the influencer’s unfiltered reaction as he tried the Buldak wings. Struggling to handle the spice, he threatens legal action against KFC if it airs the ad. 

As KFC continued to roll out the ad on major platforms, Bankii seemingly fought against it by warning viewers of the wings’ spice level. 

Still part of the stunt, Bankii also went on a talk show to fuel the controversy. 

KFC and Publicis Thailand used reverse psychology in their marketing stunt, using Bankii’s reaction to spark curiosity among viewers.Last year, KFC Thailand also released a campaign for its ‘Kai Jai Ded’ spicy popcorn chicken, highlighting the need for handkerchiefs to wipe tears from spiciness.

Singapore – 90% of Thai and Indonesian viewers prefer the quality of professional videos over social videos, according to a report from the Asia Video Industry Association (AVIA).

According to AVIA’s report, both markets believe that professional videos from over-the-top services such as Disney+, Netflix, TRUEID, Vidio and Viu are of better quality. 

The majority believes that these content captures attention more, and considers the time watching them better spent compared to user-generated content and social videos.

Viewers associate professional videos with stronger emotions, while users generally feel more negative emotions when watching videos on social media.

Additionally, the report found an increased adoption of Smart TVs, signalling more opportunities for advertisers to leverage Connected TV advertising. This also shows a potential for advertisers to explore the OTT landscape.

The research was conducted by Milieu Insight in November 2024.

“In Indonesia, a 10% higher brand recall and purchase intent from OTT advertising campaigns underscores the platform’s growing impact, encouraging more brands and agencies to diversify their media strategies. The momentum in CTV OTT advertising is equally promising, with Vidio’s 150-minute average daily watch time offering advertisers access to a high-quality audience and premium inventory,” Hermawan Sutanto, managing director at Vidio, said.

David Sky, director of advertising solutions at TRUE Digital Group, commented, “At TRUEID, we are dedicated to providing premium OTT services that deliver high-quality professional video content to our viewers in Thailand. We are heartened that almost 9 out of 10 consumers surveyed wholeheartedly agree that premium services out-deliver on quality. And with the increasing adoption of Connected TVs, the time is now for advertisers and brands to take advantage of the increasingly engaged audience on premium OTT.”

“The power and opportunity of premium OTT services in Indonesia and Thailand are significant. This study clearly demonstrates the value these services offer to both consumers and advertisers. We believe this is a call to action for advertisers to leverage the unique advantages of premium OTT,” Louis Boswell, chief executive officer of AVIA, said.

Thailand – PTT Station is tackling misinformation as it slams internet myths in its latest advertisement. The campaign was made in collaboration with digital agency Yell Worldwide.

The campaign, titled ‘They Said What?!’, brings online myths about PTT to life, debunking them head-on to fuel truth. It aims to deliver fact-based information about the brand.

Central to the campaign is the concept of personifying avatars and profile pictures to confront them about hearsay circulating online. Each individual represents a misconception about PTT’s fuel.

Beyond promoting PTT’s fuel products, the three-minute video aims to encourage consumers to make informed choices that are based on facts.

The concept of the campaign is based on how negative statements seen on the internet can often disconnect brands from consumers, leading to a distorted perception of the brand.