Thai people often like to name their pickup truck. Most of the car names signify strong performance or send a message of good fortune. Mitsubishi Motors partnered with Publicis Thailand to create this “Truck Tag” campaign.
Misubishi Motors Thailand used insights from the behaviour of truck drivers who named their trucks. The campaign showed the world their truck’s name by creating the “Truck Tag”, exclusively made for that truck.
All they had to do was share a photo with their truck and show off their trucks’ name in the activity post on Mitsubishi Motors Thailand’s Facebook page.
The number of “Truck Tag” campaign participants exceeded expectations by over 900%. The campaign was popular on social media, which spread the word and made others follow the idea by creating the truck tag themselves.
Title: Truck Tag
Client: Mitsubishi Motors (Thailand) Co., Ltd.
Product/Service: Mitsubishi Triton
Creative Agency: Publicis Thailand
Chief Creative Officer: Sompat Trisadikun
Creative Director: Publicis Thailand
Production Company: WAKE UP MEDIA & PRODUCTION CO., LTD.
Film Director: Chayanan Petchjood
Executive Producer: Pattaratape Reepairoj
Production Producer: Chatmongkol Nilprasert
D.O.P: Prat Saynatee
Production Assistant Manager: Watchara Srikadklao
Production Assistant: Sarun Mungthunya, Annop Chaisaksrisakul, Chanokchon Limwirat
Photographer: Nattasit Chunprapanusorn
MUA & Stylist: Khunnalak Pholamp
Service Production: Zion Nopparat, Kwandow Kaewtip
Post- Producer: Parin Viriyamano
Editor: Terapat Taechawanitchai, Prat Saynatee, Napatsakorn Srisinpaisan, Prachya Klom-arrom
Motion Graphic: Natthawut Saewang
Media Agency: i-dac (Bangkok) Co., Ltd.