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Leo Burnett Bangkok’s new campaign for HANG, the leading anti-hangover beverage in Thailand, wants its target consumers to drink to…themselves. To overcome the perception that only beginner drinkers, locally known as “weak throats”, need to use hangover cures, the creative team elevates HANG drinkers to a “Nightlife Guru” status, underlining the efficacy of the product. Not only are these “Gurus” the envy of all their friends because they have the wildest, most extraordinary nights out, they turn up to work the next morning looking strangely unaffected by the experience.
Aside from the humorous TV ads, Leo Burnett Bangkok is reaching its male drinkers via special cartoon strips on the front page of the top football daily newspaper in Thailand, Star Soccer. The tongue-in-cheek strip ads relate back to the stories in the TV campaign, for the enjoyment of its 150,000 readers.
The new campaign also includes a radio campaign, website, public relations, events and customer relationship management.
On HANG’s creative team is Pipat Uruporn and Noranit Yasopa, the names behind 2007’s most highly awarded print campaign for Clima bicycle locks.
The TV commercials were directed by Thanonchai Sornsriwichai, the most awarded director in the world three times in four years according to the Gunn Report.
