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Top 6: October 22nd 2025
Web Film/Experiential
Sting: It Must Be Sting (Extension)Top 6: October 22nd 2025
Context
Thailand’s energy drink market is fiercely loyal to legacy brands and gritty ads. Sting had to do more than show up it had to own energy moments, under FDA rules forbidding any ‘energy’ claims. And still, make people see: Sting is energy too. The Problem On social media, attention is brutal people are ready to skip ads, and if one feels boring or too long, 100% completion is out of the question The Solution “It Must Be Sting”, microfilms people couldn’t skip, watched to the end, without turning them off. All powered by 3 moves. 1. Meme-Inspired Scenarios We took inspiration from internet memes fast, fun, and quirky. We made videos in that style again and again, to remind people when you see speed and fun like this… It must be Sting. 2. 6-Second Films Over 20 of super-short videos, only 6 seconds each. Too quick to skip, but long enough to remember the product. 3. AI-Powered Media Targeting AI picked the right clips based on what people watch and like sending the right video, to the right person, at the right time. Results Videos people love, in the right length, delivered to the right audience driving real results. (These number below has calculated from Thai's communications only) 100% Completion rate 1,308M Impressions 750M Total view after 6 months 60M Engagements 12.1% surpassing industry benchmarks 13% Market share in sparkling energy drink No.1 in category within a year 55% Aided awareness The impact was so strong it was adapted in 6 Southeast Asian countries.
Agency: Leo Thailand RelatedAlso best this week |
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