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Web Film
Dutchmill Group: Sponsor of Mom-and-Pop Shops
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Wunderman Thompson Thailand shines the spotlight on traditional trade (affectionately known as Mom-and-Pop shops) that have been effected by the ongoing COVID-19 pandemic in Thailand via new campaign. Consumers are changing the way they make purchases; even the convenient and quick transactions at mom-and-pop shops have been replaced by online shopping, CVS, and the ongoing pandemic. “Dutchmill Group”, one of the most famous Thai milk brands have been a long-time partner and supporter of mom-and-pop shops. To show support during such tough times, Dutchmill group and Wunderman Thompson Thailand launched a campaign, “Sponsor of Mom-and-pop shops” to draw in customers and grow the businesses together, rejuvenating the Thai economy. Just like how Mom-and-Pop shops display Dutchmill Group products in their shops, Dutchmill Group wants to do the same for Mom-and-Pop shops, by promoting them to the right audience at the right time. The sponsorship campaign kicked off with an online film, starring real shop owners. The film is stylized with a local mood and tone, both visually and through the score. It also functions as a recruitment for other owners to join by sending in their video clips promoting a selected local snack to pair with the milk cans. The clips are then promoted all over Thailand using geo-target ads to customers within a 1km radius around each shop. In addition, the campaign includes other materials that help promote the shops including out of home product posters, packaging, KV, and more.
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