Halls - Breath of Thailand
(Created during my time at Ogilvy, Bangkok)
THE WHOLE CAMPAIGN IN ONE SENTENCE : "CANDY THAT LITERALLY BRINGS A FRESH BREATH"
With health concerns brought by the pandemic & returning critical air pollution, Thais have been deprived from breathing well every day - resulting in rising mental health issues. As a brand that helps people breathe better, Halls, in partnership with the Tourism Authority of Thailand, introduced ‘Breath of Thailand’ - A nationwide initiative designed to help all Thais breathe better by bringing the top 100 locations with the cleanest air in the country to them.
By leveraging the Empathy@Scale, a next level personalization platform, datas were combined to create tailored messages that lead people to the most suited refreshing destinations. Together with the special designed Halls pack that capture the refreshing feeling from each destination and 360 communication, we drove traffic to the campaign’s microsite - A hub where the other 100 locations could be explored, and where Thais could discover & learn better breathing techniques through the various activities provided by local businesses.
This becomes the most participated activation & most impactful partnership campaign in Halls Thailand marketing history. Gained over 15 million impressions & attracted over 1.7 million participants. Sparked a surge in domestic travel, leading to 3.3% increase in market share. We breathed new life into thousands of local businesses and inspired millions of Thais to breathe better.
Received Silver Award in Brand Strategy Category, Marketing Excellence, Thailand.
Final list in Integrated-Brand Partnership Category, The One Show Asia.