Each of us has something – whether big or small – we wish to tell others about, but we often never find the right moment to say it. This is the key idea behind the three short movies under the ‘Just Want You to Get to Know TCP’ campaign, created to introduce TCP as theHouse of Great Brands, which owns many market-leading products that have energized many generations of Thais such as Kratingdaeng, Sponsor, Ready, Som Plus, Mansome, Hi!, Puriku, and Sunsnack. The campaign uses simple, straightforward storytelling to create a memorable message, drive consumer awareness, and link it back to TCP Group.
The three short movies under the ‘Just Want You to Get to Know TCP’ campaign represent the first-ever joint effort between the many names under the ‘House of Great Brands’ to officially introduce TCP Group as their parent brand to consumers. The campaign leverages full-cycle Integrated Marketing Communication, with clear, simple but powerful storytelling through three short movies crafted to address the three main TCP beverage consumer groups: generic, working-age, and college-age. The creative ploy is that each of the three short movies is inspired by each consumer group’s favorite scenes from films, series or TV shows. Viewers will also get prizes as a strategy to encourage product use, and KOL partnership is leveraged to amplify the campaign message and engagement.
‘What the Hero Wants to Say’, the first movie from the ‘Just Want You to Get to Know TCP’ campaign, is inspired by suspense films. The story follows a woman who, alone in a dark alley, runs into a suspicious-looking food delivery rider. The suspense continues to build before a plot twist reveals that the rider simply wants to tell the woman that TCP Group owns the many great brands she knows.
‘What the Chairman Wants to Say’, the second movie from the ‘Just Want You to Get to Know TCP’ campaign is inspired by a scene from a wedding reception, where a chairman grabs a mic to tell the story of TCP Group while guests can’t hide their surprised reaction.
The last short movie from the ‘Just Want You to Get to Know TCP’ campaign, ‘What Oppa Wants to Say’, is inspired by the many romantic K-Pop series that have become Thai fan favorites. The story about TCP is told through a young couple who are beginning to reveal their true feelings to each other.
The ‘Just Want You to Get to Know TCP’ campaign is crafted by GREYnJ, a renowned advertising agency, and produced by SALMON HOUSE, a rising production house that is committed to a simple and engaging storytelling approach that speaks to each product’s customer persona – because listening to consumers and always adapting to their changing demands is the key to successful communication campaigns.
‘Just Want You to Get to Know TCP’ is the first phase in TCP Group’s communication plan to drive brand awareness by conveying its three main strategies under a new purpose: ‘Energizing a Better World for All’ covering ‘Fulfilling – Energizing our brand’ by being the strong parent brand of many high-quality products and a part of every moment of Thais’ lives, ‘Growing – Energizing our growth’ by building the business, talent and stakeholders to create sustainable growth, and ‘Caring – Energizing our environment’ by driving society and the environment to create a better world for everyone. Watch the three short movies at https://www.facebook.com/TCPGroupThailand
