Dutch Mill delivers in-game survival packages to boost the power of gamers via new CJ Worx Thailand campaign
In-game ads get viral among game players in Thailand with “The Secret Supporter”. Dutch Mill, a popular drinking yogurt brand in Thailand, has launched a new campaign promoting healthy drinks for Thais to happily survive during COVID-19 quarantine at home.
The in-game concept, created by CJ Worx Bangkok, sees an army of Dutch Mill girls joining a popular survival shooter game and helps players to win the game by giving survival boxes, to boost the player’s power.
Tedros Adhanom, Director-General of WHO, has released guidelines preventing and look after oneself during quarantine time. “Mental health is as important as physical health,” said Adhanom. One part that WHO also mentioned is that people should relieve stress by “playing a game”.
Dutch Mill’s brand statement is that they always give benefits to their customers, providing energy and freshness to all Thai teenagers in their real-life or, via this campaign, even in the game.
CJ Worx CCO Saharath Sawadatikom said in this game Dutch Mill sends in the army of Dutch Mill girls with the special missions: “No Violence, No competition, they just simply deliver in-game health care packages, by giving survival boxes, to boost the player’s power. Focusing on creating health benefits to refresh any players, to make gamers healthier than ever before.”
Advertised brand: Dutch Mill Group
Advertising Agency: CJ WORX Bangkok
Chief Creative Officer: Saharath Sawadatikom
Executive Creative Director: Saharath Sawadatikom
Creative Director: Natkanate Ruengrujmethakul
Art Director: Saharath Sawadatikom, Natkanate Ruengrujmethakul
Copywriter: Satawat Tangpuangporn
Social Media Art Director: Pemika Yosakrai
Senior Social Media Copywriter: Worawut Sengsoon
Project Manager: Benjawan Sengtee, Jennisa Alisha
Managing Director: Chawana Keeratiyutamonkul
Business Consultant & Client Service Director: Warapan Pornphichitpan
Account Manager: Wongsakorn Ubolsawadi
Account Executive: Anchalee Tiyapornchai
Business Consulting Director: Nichapat Ratanapraphat
Strategic Planner: Suphaphich Nittayasak
Digital Media Planner: Thanakorn Sangchan