SOUR BANGKOK teams up with Whoscall to create this ‘Know the Unknown Calls Effect’ campaign
Whoscall, an unknown incoming call identification and spam protection application, partnered SOUR Bangkok to protect Thais from ‘fraud calls’ by launching the ‘Know The Unknown Calls Effect’ campaign featuring a friendly film designed for today’s consumer’s behaviour; short attention and lack of patience for advertising.
‘Fraud calls’ have become a national issue in Thailand with over 6.4 M calls received and 1,600 M baht loss in 2021. Although Thai media has been reporting victims of phone scams daily, the authorities still fail to solve the problem effectively.
In today’s overflooding content where people skip ads in a sec, how can we grab their attention?
Instead of being a typical ‘ad’, the film starts with a phone scam news report that people are highly interested in, but with a twist that the victims can outsmart the scammers. In each micro-situation, the film repeatedly ending with the key benefit ‘Whoscall, know who’s calling.’ designed to be able to skip anytime, but watching till the end, consumers will see the bigger ‘butterfly effect’, starting from knowing one call can lead to saving the whole nation.
Directed by Thanonchai Sornsriwichai, the film reaches diversity of Thai users from urbans to locals by demonstrating Whoscall functions that help identify unknown callers, which aim not only to protect Thais from scammers but also annoyance calls like credit card sales, insurances, gambling sites or help them able to pick up important calls in a friendly way.
Credits
Client: Whoscall
Agency: SOUR Bangkok
Managing Director: Pimmard Leenutaphong
Executive Creative Director: Damisa Ongsiriwattana
Associate Creative Director: Warangrat Rattanabumrung
Senior Copywriter : Padcha Tanviruch
Copywriter : Lacksanapatr Sirichaijumnong
Senior Art Director : Sitta Jantarawong
Art Director : Nutnaree Ruongpanyaroj
Account Director : Somruetai Sanchayakorn
Account Executive : Sucheewa Sukchairungsan
Social Media Director : Napas Warasestasak
Media Planning Manager : Rattanakorn Somprasopsuk
Media Buyer : Gunwara Osathanond, Ramida Chittragorn
Producer : Wuttipon Thanopajai, Sunaree Doungkai
Production House : Phenomena
Film Director : Thanonchai Sornsriwichai
