ECI@创新案例 |Sing A Wrong the Song is Right
ECI奖 国际数字创新奖中文简称国际艾奇奖，由中国学者联合27个国家和地区数字经济领域的创新专家学者共同发起，是公益性、学术性、独立性研究教育机构IECIA国际数字经济创新组织于2014年设立，也是全球第一个使用“创新的有效性”作为评价标准的数字创新的国际奖项，也被誉为全球最具权威性与影响力的数字经济创新“诺贝尔奖”。
通过表彰在商业模式、产品、服务、技术、营销和管理类别中，以及个人和组织取得的最有创新性的成就，为创新加冕，不断鼓励和激励世界各地在商业和创意产业的创新应用与发展。
案例名称：Sing A Wrong the Song is Right
所获奖项：营销创新类-生活服务与日化产品类-铜奖
参赛机构：Yell Advertising Bangkok
获奖品牌：iQiyi International (Thailand) Co.,Ltd
背景：
iQiyi’ Chinese streaming platform faces a huge obstacle in Thailand’s market due to the brand’s name itself is difficult to pronounce. Consumers then cannot recall the brand which leads to Thais tend to ignore ‘iQiyi’ So how can we educate consumers to pronounce the name as also to create an awareness to the brand.
This campaign was created to fix the low awareness situation for the brand. After we had done the research of Thai consumers could not pronounce the brand’s name even though they might have seen the brand logo. Therefore, the brand could not get the awareness the brad needed. That is why we chose Ear-worm strategy to educate Thais of how Iqiyi in Chinese is actually pronounced.
The Strategy and creative were to use the Thai iconic song singing by the famous band and blend in the details of the app (iQiyi) inside the song. Moreover, the song could be listening to in a daily life as well.
After the campaign launched, iQiyi name had been mentioned like never before. Therefore, it creates the value for the brand and also reach the objective of the project. Because people already aware of how Iqiyi is actually pronounced. Moreover, the application download increased by 12% during the campaign period.
While our lovely neighborhood had quite a small number of mentions in that period of time even though they also had a project launched. It indicates that iQiyi’s project really hit consumer’s mind.
yell 的小小故事，是从一碗在泰国被称为 MaMa 的方便面开始。那碗方便面，正是yell 4 位饥肠辘辘的创始人在租用的小小办公空间里共享的一餐。那年是 2009 年。yell 也从此创立了，而名字当然就源自 Yellow MaMa（黄色 MaMa 面）。九年后，yell 已被 Campaign Brief Asia 评为泰国最新晋的广告公司之一！一路走来，4 人变成了 80 人，yell 虽然逐渐壮大加上实战经验丰富了，但这并未冲淡yell 对创意及行销的渴望。时至今日，同样的渴望继续驱使着yell 无惧与拥有跨国网络的广告代理商并驱争先，并获得了泰国多个著名品牌的青睐。
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