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BANGKOK – October 14, 2013 – JWT Bangkok has launched a new interactive campaign for Thai beauty brand Oriental Princess, inviting women to "save the moment" and explore how their reactions to certain events can make or break their relationships.
The campaign was introduced by a 30-second TVC showing a young couple on the brink of a divorce. The spot then invites viewers to participate in the couple’s story by viewing an interactive online film.
The film portrays common situations that many couples experience: a missed anniversary dinner, dirty laundry left on the floor, a failed attempt to help with chores, an argument over taking too long to get dressed.
At tense points in each situation, viewers are given a choice to either aggravate the moment or "save" it and defuse the tension. The viewers’ choices determine how the film ends.
Apart from the online film, the campaign also includes a "make the moment" social media tool that allows users to save and share the moments they cherish with their partners and friends. Through the tool, users can create a customized e-card by selecting a photo of a special moment from their Facebook albums, and write a caption with the tagline "Moment limited edition: let’s save the moment for a better relationship."
Within the first two weeks of the campaign, the online films already drew over 282,000 views on YouTube. The TVC first aired on September 18, and will run until the end of October.
The campaign is part of Oriental Princess’ drive to turn its Oriental Princess Society (OPS) loyalty club into a community of women who inspire each other. The loyalty club has over 1 million members. Each year, the OPS initiates a discussion on a certain topic among its members. Last year, the topic focused on Thai women and encouraged them to define their own self-worth. This year, the theme is relationships.
"It’s not always the big things that kill a relationship; it’s how we react to each other on a daily basis. Our relationships grow when we learn to save the moment when things get tense–and to truly cherish the happy moments we have," said Satit Jantawiwat, executive creative director of JWT Bangkok.
"By kickstarting a conversation on this important issue, the Oriental Princess brand is placing itself at the heart of its consumer’s lives," Jantawiwat said.
Meanwhile, O.P Natural Products marketing director Apaiporn Srisook said "Oriental Princess is committed to helping women find happiness, be who they want to be, and live their lives to the fullest."
"This campaign makes it entertaining and engaging for women to examine their own approach to relationships and to share their own experiences. It’s a journey that everyone can relate to, and OP wants to support our members every step of the way," Srisook said.
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