ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Category
User-Generated Content
Annual ID
OA22_FI002G
Description
FIVE STAR has been in food business for 37 years. They served a grilled chicken, chicken roll and now over to fried chicken and fried duck. They are an iconic of chicken brand and bonding with Generation Boomer, Generation X and early Gen-Y. But the problem that they are facing now is the lacking a connection with Gen Y or Gen Z not to mention Gen-Alpha. The brief is clear, how to build a connection of the brand to every generation?
To connect every generation,we observed consumer behavior throughout the social media and by quality research and found out that it seems impossible. However, one thing they had in common is their feeling towards FIVE STAR chicken taste.They all share the same comment,whether it’s tender, it’s deliciousness. So, we thought this is it, this is how to connect every generation together.“A taste that bring every generation together”. This is a key strategy.So instead of coming up with a storyboard,we decided to ask people around Thailand,what kind of film they wanted to see? We ask a netizen, we do a social listening, we ask a streetwalker. Then we combine every comment and create a film . A film that showing every ideas of every generation, it is very quirky, unorthodox, funny with twist.
In one week,the film create phenomenon of advertising in 2022,guarantee by 30 advertising headliner blog. We even get a comment saying "this is the best internet film in 2022" After watching the VDO file, the majority of consumers expressed a desire to try Five Star chicken, resulting in a 74% increase in sales.The online film received more than 4.4M views and more than 9.4M impressions,with good feedback from consumers through the content.The film was published in three country, three language,English,Chinese and Vietnamese by the press. 3.4K engagement 10K share, lowest drop-off video ever made of CPF.
To connect every generation,we observed consumer behavior throughout the social media and by quality research and found out that it seems impossible. However, one thing they had in common is their feeling towards FIVE STAR chicken taste.They all share the same comment,whether it’s tender, it’s deliciousness. So, we thought this is it, this is how to connect every generation together.“A taste that bring every generation together”. This is a key strategy.So instead of coming up with a storyboard,we decided to ask people around Thailand,what kind of film they wanted to see? We ask a netizen, we do a social listening, we ask a streetwalker. Then we combine every comment and create a film . A film that showing every ideas of every generation, it is very quirky, unorthodox, funny with twist.
In one week,the film create phenomenon of advertising in 2022,guarantee by 30 advertising headliner blog. We even get a comment saying "this is the best internet film in 2022" After watching the VDO file, the majority of consumers expressed a desire to try Five Star chicken, resulting in a 74% increase in sales.The online film received more than 4.4M views and more than 9.4M impressions,with good feedback from consumers through the content.The film was published in three country, three language,English,Chinese and Vietnamese by the press. 3.4K engagement 10K share, lowest drop-off video ever made of CPF.
2022 Awards
Total Points: 30
Gold Award
Credits
Agency
BBDO Bangkok / Bangkok
Production Company
Suneta House / Bangkok
Art Director
Chumjit Yuanlae
Writer
Worrawan Chailert
Chief Creative Officer
Thasorn Boonyanate
Creative Director
Phacharanath Jamornchureekun
Thasorn Boonyanate
Director
Teerapol Suneta
Editor
Sarawut Kaweethammawong
Producer
Chanapa Ployarunrung
Account Director
Kavinthip Chaiteerakij
Agency Producer
Toungrak Jiravatanarungsri
Account Manager
Natthaka Musigrungsri
Business Director
Pattama Thienapirak
Group Business Director
Taksina Vasaruchapong
Head of Planner
Prasit Kunanuphanchai
Strategic Planner Manager
Maipimol Suepayak
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