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2023 One Show - Branded Entertainment

Love Your Gut

Agency Ogilvy Group Thailand / Bangkok + Suneta House / Bangkok

Client Dairy Plus Co., Ltd./Dutchie

Category

Long Form Video / Single

Annual ID

OS23_BE003G

About the Work

Background Dutchie, the yoghurt leader, struggled to keep ‘health spotlight’ to themselves as new entries flooded the market with quick health solutions. Consumers end up overlooking health fundamentals such as the gut, responsible for breaking down and absorbing nutrition. This ad aims to re-prioritize ‘Gut Health’ and advocate Dutchie as a healthier lifestyle enabler, recruit new users to take long-term care of their health. CR Idea Dutchie wanted to communicate our product’s benefits through the Creative idea that, “when the gut is not healthy it doesn’t absorb nutrients and deliver them to the body. It’s like we didn’t eat at all.” Our goal was to change consumer behavior by encouraging them to pay more attention to their gut health and pamper it daily with Dutchie yoghurt. Strategy Gut Health was never a familiar topic to the ‘tangible health targets’ – therefore, our strategy was to ‘make the unfamiliar, the familiar.’ It was important not to make an educational video, so we found a pain point everyone is familiar with- a delivery that never arrives- and bombarded the ad during peak media consumption on facebook and YouTube. Execution The gut’s purpose is to absorb and transport the right nutrition to the right organs, but without being looked after, they will only work as a pathway for digestion. We then selected the benefits to communicate; muscle building with whey protein, perfect skin with collagen, or immunity with vitamin water, to communicate the benefits of build perception of Gut Health. Outcome Within just three weeks of releasing the ad, the results were outstanding: • 4M reach on YouTube and nearly 20% completed views • KPI surpassing its initial goal by 94% • Achieved the most prioritized objective: raising awareness of Gut Health and creating positivity towards the brand for creating a quirky, educational video that Thais can relate to, and kickstarted Dutchie’s new direction of pushing Gut Health as a national priority.

2023 Awards

Total Points: 45

Credits

Agency

Ogilvy Group Thailand / Bangkok

Production Company

Suneta House / Bangkok

Chief Creative Officer

Gumpon Laksanajinda

Creative Director

Kraichit Chareonpanish

Director

Teerapol Suneta

Director of Photography

Chalongwut Chorruangsak

Executive Producer

Rujirat Suneta

Chairman

Nopadol Srikieatikajohn

assistant director

Kittikhun Jongkraiwut
Manoo Techadee

colorist

Nattacha Khajornkiatsakul

Post producer

Kittipong Yuyo

Production Designer

Pornchai Cheeranoon

Sound engineer

Danai Suthamcharee

Strategic Planning Director

Sasipa Mongolnavin

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