Campaign details

Brand: Sponsor
Brand owner: TC Pharmaceutical Co., Ltd.
Lead agency: Ogilvy & Mather Advertising Bangkok
Country: Thailand
Industries: Energy drinks
Media channels: Online video, Packaging & design, Public relations, Social media, Websites & microsites

Executive summary

Sponsor, a local Thai sports drink, experienced decelerating growth due to new players from global refreshment companies taking market share. To achieve a 10% sales increase on a small budget amidst intense competition and limited drinking occasions, Sponsor tapped into the new territory of sports lovers. The campaign tapped into to the rise of national pride around Thai football, by hijacking the FIFA World Cup. The strategy was to connect and create a meaningful relationship with sports lovers by supporting their spirit rather than meaningless sponsorships that create no engagement. The campaign result was a 21.26% sales increase and double sales growth within two months after campaign launch.

Market background and cultural context