Five Star: The movies that made (from) us

QSR FiveStar Chicken positioned itself as the chicken that connects generations to grow its sales in Thailand.

Campaign details

Entrant company: BBDO BANGKOK, Thailand

Why is this work relevant for Strategy & Effectiveness?

From the regular client brief to grow sales, the campaign came out not only achieved sales growth target even during the hard time from the pandemic and economic downturn, but sustainably put FiveStar in consumers' minds.

In a nutshell, the success came from the strategic approach to fill up young generations in the brand customer portfolio by closing the generation gap cultural tension in the Thai society with “The Movies That Made From US” – the creative campaign that reflected...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands