{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"USE OF TALENT & INFLUENCER","is_link":false},{"keyword":"ENTRANT COMPANY","content":"B&B THAILAND, BANGKOK","is_link":false},{"keyword":"TITLE","content":"REAL FAZZ","is_link":false},{"keyword":"BRAND","content":"FAZZIO","is_link":false},{"keyword":"ADVERTISER","content":"YAMAHA","is_link":false},{"keyword":"AGENCY","content":"B&B BANGKOK, BANGKOK","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"MATITHORN PRACHUABMOH CHAIMOUNGKALO","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"VALUNCH CHAROENSOMBUT-AMORN","is_link":false},{"keyword":"ART DIRECTOR","content":"KANLAYANEE PRATUANGJID","is_link":false},{"keyword":"COPYWRITER","content":"KANLAYANEE PRATUANGJID","is_link":false},{"keyword":"AGENCY PRODUCER","content":"PARICHARD THAMNIYAI","is_link":false},{"keyword":"ANIMATOR SPECIAL EFFECTS","content":"THEERAPHAT SINGHASENI\/CHISSANUPONG CHOMPREEDA","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"NUTTAPOL YAMKAWEETRAKUL","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"PITCHAYA WASUCHAIPIAMSUK","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"NUTTAPOL YAMKAWEETRAKUL","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Yamaha Fazzio, a trendy 125cc hybrid scooter, was fighting for visibility against the market leader. While typical motorcycle ads in Thailand feature polished shots of perfect rides, this imagery failed to connect with the reality of Thai riders. To cut through, we realized we couldn't out-polish the competition. We had to out-real them.\r<br>\r<br>We launched \"Khot Fazz\" (Real Fazz)—hijacking the name to symbolize unexpected capability. We incited a social buzz by orchestrating a \"beef\" between Thailand’s creator giants, Zian Rang and OHANA. Instead of scripts, we gave them weapons: the Fazzio bikes. We traded control for creator autonomy, challenging them to outdo one another in unhinged, hyper-local capabilities stunts—mirroring the extremely real usages of actual Thai riders.\r<br>\r<br>The result wasn't just content; it was a movement. With a tiny media budget of just $2,700, we earned cultural currency money can’t buy: 20 million organic views and 10 million engagements only within a week.\r<br>\r<br>\"Khot Fazz\" proved that when you let creators turn a product into a dramatic device, the audience doesn't just watch—they cheer. In a category drowning in fake perfection, we won by getting real.\r<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"Thai motorcycle advertising sells a fantasy of perfection: shiny bikes gliding effortlessly. But for Thai riders, a motorcycle is a beast of burden used for survival. It’s culturally normal to see a rider using their leg to push a friend’s broken bike for miles, or carrying an entire crew on one seat. This \"real usage\" requires power that a standard 110cc engine can't provide.\r<br>\r<br>The idea was \"Khot Fazz\" (Real Fazz \/ Unexpectedly Fazz) – We turned the \"Fazzio\" name into an adjective for unexpected power. The creativity lay in embracing the chaos of real Thai life. We didn't hide the gritty usage; we highlighted it. By proving the Fazzio could handle the demands of local street culture—like the \"7-bike tow\"—we proved its 125cc superiority without ever showing a spec sheet. We let the product become the hero of a very real, very entertaining, and very Thai story.","is_link":false},{"keyword":"STRATEGY","content":"We targeted the nationwide \"social peeps\"—motorcycle enthusiasts and digital natives. Those who lives their everyday life on social platforms like Facebook, Youtube, and Tiktok. Those who come to social media for entertainment and most importantly ‘to consume social dramas’. By targeting this social behavior, we aim to create sharable contents that will bring our contents to the eyes of the public.\r<br>\r<br>The Strategy: \"Viral Story-Building\" with Creator Autonomy. We knew a standard ad would be ignored. Our strategy was to manufacture a \"social drama.\" We gave full creative control to our talents, allowing them to produce content in their own authentic styles—unpolished, genuine, and entertaining. Instead of a one-off post, we plotted a narrative arc: Conflict, Stunt, and Reaction. We positioned Fazzio not as a prop, but as the \"creative device\" used to settle a score between creators. This turned a product demo into a \"must-watch\" social entertainment \/ drama that audiences nationwide felt compelled to follow.","is_link":false},{"keyword":"EXECUTION","content":"We ignited a massive social drama by pitting two creator giants, Zian Rang and OHANA, against one another. Leveraging full creator autonomy, we let them start an unscripted war in their own authentic voices. They kicked off with a heated \"beef,\" calling each other out to prove whose Yamaha Fazzio could survive the most extreme, authentically Thai usage tests.\r<br>\r<br>The drama unfolded through \"The Real Beef,\" \"The Real Fight,\" and \"The Real Cheer.\" Escaping polished ad norms, they subjected the Fazzio to gritty local capabilities stunts. Zian Rang proved the 125cc torque by towing a daisy-chain of seven broken motorcycles at once , while OHANA piled an impossible number of passengers onto one bike. This proved the bike was \"Khot Fazz\" (Real Fazz) enough for the chaos of real Thai life.\r<br>\r<br>To turn viewership into participation, we raised the stakes: the loser, decided by total engagement, faced a humiliating punishment. We invited fans to act as judges, forcing rival fanbases to cheer for their hero. This mechanic weaponized fandoms, creating a ripple effect that broke the internet.\r<br>","is_link":false},{"keyword":"RESULT","content":"We achieved a nationwide social buzz with a media budget of only 85,000 THB (approx. $2,700 USD).\r<br>- Massive Engagement: Total engagement on campaign assets hit 20,055,206 Organic VDO Views 10,446,556 Organic Engagements, and 1,533,925 Interactions.\r<br>- Nationwide Reach: The campaign resonated nationwide, particularly dominating the North East and Bangkok.\r<br>\r<br>The Success: The term \"Khot Fazz\" became a registered slang among consumers. By ditching the \"perfect ad\" aesthetic for \"real local usage,\" we successfully positioned Fazzio as the “Real Fazz” choice for automatic scooters. Audiences didn't just watch; they cheered with sentiments praising the campaign for feeling genuine and entertaining rather than a hard sell.\r<br>","is_link":false},{"keyword":"URL 1","content":"https:\/\/www.facebook.com\/share\/r\/1ATDEwTv5E\/","is_link":true},{"keyword":"URL 2","content":"https:\/\/www.facebook.com\/share\/r\/1C3x1NeE8D\/","is_link":true}],"files2":[{"name":"EN31_002.mp4","type":"mp4"},{"name":"EN31_002_DI01L.jpg","type":"jpg"}],"count":2}