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SUB CATEGORY :
USE OF INFLUENCER
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ENTRANT COMPANY :
THE SOUR BANGKOK CO., LTD., BANGKOK
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TITLE :
BENTO BOSS
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BRAND :
ZEN RESTAURANT
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ADVERTISER :
ZEN RESTAURANT
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AGENCY :
SOUR BANGKOK, BANGKOK
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MANAGING DIRECTOR :
PIMMARD LEENUTAPHONG
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EXECUTIVE CREATIVE DIRECTOR :
DAMISA ONGSIRIWATTANA
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CREATIVE DIRECTOR :
NOPPARATH EKSUWANCHAROEN
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CREATIVE GROUP HEAD :
PADCHA TANVIRUCH
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ART DIRECTOR :
NUTNAREE RUONGPANYAROJ/
DAMISA ONGSIRIWATTANA/
NOPPARATH EKSUWANCHAROEN
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COPYWRITER :
LACKSANAPATR SIRICHAIJUMNONG/PADCHA TANVIRUCH
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AGENCY PRODUCER :
WUTTIPON THANOPAJAI/KHANTHIDA PHETHAI
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DESIGNER :
MONTOL KAWJANG
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BUSINESS DIRECTOR :
SURAPONG CHANPRASERT
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ACCOUNT DIRECTOR :
PITCHAYAPORN TAIVEJASART
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ACCOUNT MANAGER :
CHAVISA BUAKRUEN
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STRATEGIC PLANNING DIRECTOR :
NAPAS WARASESTASAK
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MEDIA PLANNER :
RATCHANON CHAROENSETTASILP
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MEDIA BUYER :
GUNWARA OSATHANOND/RAMIDA CHITTRAGORN
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SENIOR PERFORMANCE MEDIA SPECIALIST :
NATTHANICHA PUNAKAPUTRA
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MEDIA AGENCY :
SOUR BANGKOK, BANGKOK
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MEDIA PLANNING DIRECTOR :
NAPAS WARASESTASAK
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MEDIA PLANNER :
RATCHANON CHAROENSETTASILP
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MEDIA BUYER :
GUNWARA OSATHANOND/RAMIDA CHITTRAGORN
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SENIOR PERFORMANCE MEDIA SPECIALIST :
NATTHANICHA PUNAKAPUTRA
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PHOTOGRAPHER :
AUKARAPONG SAPSANTITIKUL
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ASSISTANT PHOTOGRAPHER :
KIATTISAK JAIPRAI/YODBOON SATYALAKHA
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RETOUCHER :
THODSAPHON KHONGKAM
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FOOD STYLIST :
KRITTIYA TAEMCHATCHAWAL/SORACHA ANGHIN
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CAMPAIGN SUMMARY :
ZEN, the leading Japanese restaurant that stands for ‘Live Quality’ for over 32 years, has discovered the research on how office workers’ “Work Life Balance” is suffering since eating lunch at the office desk became a new norm after the pandemic. On the contrary, employees who taking a lunch break outside increase their focus, creativity and ‘Productivity’ by 51%.
Hence, ZEN launch the ‘Bento Boss’, a customized look-alike Top Thailand’s CEO sculptures made of rice to target CEOs from all over the country, inviting them to join #WorkLunchBalance Movement encourages their employees to have quality lunch breaks outside the office, to help them come back with more productivity.
Surprisingly, Thailand’s Top Bosses, CEOs and Founders from diverse industries, totalling over 34 million followers, all gladly accepted the rice invitation and pledged to join the #WorkLunchBalance movement on their public social media platforms.
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CREATIVITY/IDEA/INSIGHT :
The 'Bento Boss' campaign draws inspiration from a cultural insight deeply rooted in Asian work habits. Traditionally, older generations believe that longer working hours lead to faster success, contributing to the working-over-lunch culture. However, research shows that lunch breaks outside the office boost productivity by 51%. But with the hierarchy system in the Asian workplace, the insight is the fear of the bosses' judgment of taking an outside break.
ZEN crafts a unique solution, 'Bento Boss,' with look-alike rice sculptures of top CEOs from diverse industries nationwide, coupled with personalized proposal letters inviting them to join the #WorkLunchBalance movement and encouraging their staff to have quality lunch breaks outside the office, helping them come back with more productivity.
Surprisingly, CEOs and Founders from diverse industries, including the largest financial exchange, insurance, Thai national soccer team, food, beverage, TikTok influencers, entertainment, and more—totaling over 34 million followers—all gladly accepted the invitation. They pledged their support on social media and even took action by treating their employees to lunch at ZEN. To further support, we are offering quality lunch sets at an affordable price on weekdays, solidifying our commitment to fostering a healthier ‘Work-Lunch Balance’ for all.
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STRATEGY :
ZEN, a Japanese restaurant renowned for quality meals with 300 branches in Malls across Bangkok and major cities, faced a challenge with the nature of malls, experiencing high dinner traffic but limited lunchtime visits. Our challenge was to drive traffic to the dine-in restaurant. Leveraging transaction data, we identified the target audience—office workers—in diverse businesses, understanding their behavior, income, and preferences. Their values align with brands that prioritize well-being.
With a limited media budget, the "Bento Boss" campaign strategically utilized 'Influential Bosses' nationwide, totaling over 34 million followers, as an organic Social & Influencer strategy for budget effectiveness. Our strategy aimed to achieve twofold goals: drive in-restaurant visits and amplify the campaign's reach, reshaping societal norms from Working-Over-Lunch to the 'Work Lunch Balance' cultural conversation starter. This innovative approach aligned with ZEN's commitment to well-being and quality dining experiences.
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EXECUTION :
Despite a limited media budget, the "Bento Boss" campaign executed a swift and impactful launch within a three-week timeframe. Implementation involved crafting personalized rice sculptures resembling top CEOs, coupled with a compelling proposal letter targeted directly to 'Influential CEOs,' mainly on their Facebook and X (Twitter) according to staff's media channel consumption.
Leveraging the Influential Bosses approach with totaling over 34 million followers, the campaign exceeded expectations in scale. ZEN has been actively approached to set up personalized lunch promotions with new business partners, reaching over 3,000 staff members daily across all branches. This remarkable reach extended over a six-month period, underscoring the initiative's effectiveness. The efficient execution showcased ZEN's ability to achieve substantial results within budget constraints, creating a sustained impact that fostered positive work-lunch balance habits among a broad and diverse audience.
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RESULT :
The campaign delivered Significant achievements:
- Over 156% increase in lunch sales on office days.
- Reach exceeding 5 million.
- Garnering over 300,000 Engagements.
- Over 7.6 million THB in Earned Media and Free PR Value.
- Over 72 Free PR Coverage.
- ZEN scaled the success, sparking a new business model, innovative collaborations with numerous companies to organize lunchtime promotions across all branches, providing support to thousands of employees daily.
- Bosses are bonding, CEOs actively sharing lunch moments with their teams.
- ZEN successfully transformed the prevailing 'WORK OVER LUNCH' culture into a quality 'WORK LUNCH BALANCE,' showcasing the campaign's effectiveness in reshaping behavior, enhancing consumer awareness, and fostering brand loyalty.
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