———— Campaign TVC ————
———— Campaign AD ————
———— Objective ————
- DISRUPT LEADERSHIP:
Chaindrite would like to break into frequent insecticide category on top of its current territory in termite which is more occasional, - PROVOKE BRANDING:
Target consumers are preferred more with their familiar brands as they have certain belief that different insect need to cope by different specific insecticide - SEIZE OWNERSHIP OF RIGHT MOMENT:
While others focused on promoting their ad at the peak consumption moment Chaindrite targeted on another Peak Moment of the Katsaridaphobia is when it rains - BE ONE STEP AHEAD IN CREATING EFFECTIVE INVESTMENT:
chaindrite has shown how to be the leader for this market segment with 54000 % of ROI calculated based on Media buying budget
———— Strategy ————
Our strategy is to provoke our target one-step-ahead of their pain point even before they realizing it in order to register Chaindrite as a real expert in Cockroach insecticide at the most crucial fear moment.
———— Execution ————
Syncing our own ad optimization programmatic “Cadreon” with the most trustable weather forecast website www.accuweather.com with the geolocation base targeted the urban area of all 77 provinces in Thailand as the cockroach only live in the sewer system
Running the ad on most favored social media platform in Thailand Facebook and Instagram
The ad is set to start when the first drop of rain has fallen and kept running throughout the raining period as to remind the consumer about the possibility of the cockroaches visibility
According to our research we have discovered that the real moment of the cockroaches is most likely to physically come out from the sewer system is after the rain stops as the sewer systems become flooded after a heavy rain, the cockroaches usually show themselves that’s the real peakiest moment until they go back into the sewer in a 2 hour laters that’s when our Ads will be paused
