BANGKOK, THAILAND — A simple boiled egg. How can creative agency Yell Advertising Bangkok make it unique? Marketing communications are essential for adding value to product presentations in addition to conducting promotions or identifying new selling points. CP‘s boiled eggs may be a well-known product with convenience as a selling point, but what can be done to get people to eat boiled eggs regularly? How was Yell able to persuade those who have never had it before to try it and purchase it again?
Aside from the task to ensure the ease of purchasing and eating, the marketing team of CP challenged Yell to communicate about “protein”. Several research studies have found an increasing trend in the consumption of protein products in conjunction with exercise. Additionally, it was found that the growing health-conscious value of modern people, including the important problem of Thai teenagers, is “not eating breakfast.”
So, for this campaign, Billkin-Putthipong Assaratanakul is the ideal presenter. As a health-conscious and well-rounded thought leader with a good image, he is the perfect choice for creating creative content. Accompanied by the 21-Day Habit Theory from the book PsychoCybernetics that states that if you continuously do something for at least 21 days, it will become a new habit, the concept of this campaign is Billkin invites fans to eat boiled egg as breakfast for 21 consecutive days so that the target group can try eating CP boiled egg products for breakfast until it becomes a habit!
Good ideas frequently fail due to a lack of understanding of consumer behavior. Since choosing a method that maximizes benefit was crucial in this campaign, Yell began the campaign with a TVC and a music video with catchy lines (Ear-worm Strategy) to make it memorable. Furthermore, in addition to handling IMC communications across all channels, the agency planned an online social media activity in which Billkin invites his fans to have breakfast by inviting them to participate in activities and become Billkin’s special guest at the Meet & Greet Event.
This campaign was successful because it got all of the right elements, such as a good brand, a modern selling point, the right presenter for the target audience, comprehensive media, and an understanding of the context of each platform, all combined to create Creative Effectiveness. It resulted in:
- a 30% sales increase during the campaign, with many consumers continuing to purchase afterward.
- 1,200 participants for the 21-Day Challenge Campaign
- 50% of the participants changed their habits and regularly had breakfast
- No.1 hashtag #StartTheDayWithCPEgg
- 30 million YouTube views
