LIA Likely, Lock + Long Shot: Pathida Akkarajindanon
Pathida Akkarajindanon is joining the Digital jury at this year’s London International Awards. The judging takes place every year in the gambling world of Las Vegas and, in the lead up to this October gathering, Campaign Brief has asked many of the LIA jurors to throw the dice and highlight some of the work that they would put money on to win.
Likely is probably in the show, Lock is a LIA Statue winner for sure, and Long Shot is a maybe/maybe not but something they like or is a bit different.
Likely:
Back2Life Samsung Corporate Social Responsibility Project. I like the insight that people will aware the importance of CPR is actually when they have to encounter with the matters of life and death situation. With no doubt, China is one of the world’s largest game markets. The great idea of hijacking the hottest game in China and put people into the virtual moment that their character is on a verge of dying. This is the best time to educate young people on how to perform CPR by reviving their character’s life back. It is an easy and fun way to learn CPR and can further help save real lives.
Lock:
KFC Pocket Franchise. This is a very creative campaign that benefits KFC in many different aspects. Aside from the sales volumes that could be multiplied without spending money opening more stores, it is a clever way to connect with millennial consumers. Simply using WeChat, China’s largest mobile social application, and added gamified features that consumers can easily have fun and enjoy designing and managing their own KFC virtual stores. This campaign beautifully strengthens the relationship between the brand and consumers by giving the sense of brand co-ownership, as well as encouraging interaction between consumers-to-consumers.
Long Shot:
Hagglebot Flipkart Internet. Bargaining for low prices in South East Asia is very common. While the trend for online shopping is raising drastically over the last decade, the trend has been shifting from shopping on a street to go online, as it is more convenient. However, the art of fun of bargaining is diluted. I really like the idea on how they brought the root of Indian’s culture of bargaining and integrated with modern consumers’ behaviors. The idea simply goes beyond ordinary chatbot by engaging consumers to have fun with voice-based experience and negotiate to get the best offer. This is truly a creative breakthrough along the clutters of the offers during India’s festive sales season.
Pathida Akkarajindanon is Creative Director for The Leo Burnett Group Thailand.