blueplus+ and CJ WORX launch ‘Blessings Brought to Life’ campaign in Thailand

As year-end lucky draw campaigns grow increasingly competitive, blueplus+, in collaboration with CJ WORX Bangkok, chose not to follow the conventional approach of simply giving away prizes. Instead, they asked: how could a lucky draw campaign create engagement beyond merely “participating to win”?

Drawing on a key cultural insight—that Thai people often turn to blessings and rituals when hoping for success—blueplus+ reinterpreted this belief within the context of a lifestyle app. The result was blueplus+ Blessings Brought to Life, a campaign that transformed brand communication into a tangible, participatory experience.

CJ WORX had the idea to elevate “Nonn Plus,” the blueplus+ mascot, beyond its traditional role as a brand icon. Reimagined as the symbolic centerpiece of the campaign, Nonn Plus took the form of a physical statue at Siam Square One, inviting the public to “ask for blessings” from the brand in an offline setting.

This real-world activation was strategically designed to connect directly back to the product—the blueplus+ app. Campaign mechanics encouraged user acquisition through new member registrations, first-time app downloads and logins, as well as blueplus+ digital wallet usage at OR Group merchants. Each action became part of a modern-day “blessing ritual,” seamlessly linking cultural belief with actual app usage and brand engagement.

More than a lucky draw offering a year of free Café Amazon drinks, blueplus+ Blessings Brought to Lifedemonstrates how cultural insight can be transformed into a holistic brand experience. By connecting belief, emotion, and real-world behavior, the campaign exemplifies a marketing approach that goes beyond messaging—creating meaningful participation and lasting brand recall.