Sor Khonkaen - SORebration with Sorboard
(Created during my time at VML , Bangkok)
THE WHOLE CAMPAIGN IN ONE SENTENCE :
"ADD MORE FLAVOR TO YOUR CELEBRATION WITH SORBOARD"
Sor Khonkaen, one of Thai biggest food conglomerates, has been trying to break into younger generation scenes. Unfortunately, not only do the young ones tend to view most of their products (such as sour pork and fermented pork sausage) as something their upcountry aunties would eat, many young people don't even know how to eat these products. Nevertheless... The festive time was arriving, and Sor Khonkaen saw it as an opportunity to join in all the parties and celebrations that were about to occur.
The question is how to reintroduce Sor Khonkaen's products convincingly as something fit for celebration?
Introducing "Sor Board" - the good ole cheeseboard with a new Thai twist!
Thai youngsters like having an unusual item in their celebrations that would stand-out in their social media posts, making a twisted cheeseboard (something Thai youngsters like aesthetically more than for the actual flavor) something that could really appeal to them with the flavors that they would actually prefer. The set-up would also help to guide them on how to eat the products as well.
Rather than launching Sor Board through Sor Khonkaen's channels, we instead introduce the concept through Jazzy, a TikToker famous for creating new memes and new catchphrases.
Jazzys' video was further supported by fellow TikTok influencers with just the right amount of nudge towards Sor Khonkoen as a brand to help ensuring that the Sor Board concept will catch on.
And it did catch on!
Sor Khonkaen then acknowledged the Sor Board in timely manner, and built on the whole concept with various ways that one can celebrate with Sor Board in their own styles to fit the board with their own way of celebration.
Sor Khonkaen, of cause, still needed regular commercials. The team added some modern touches to keep the videos in line with the overall campaign by using a popular voice actor on TikTok in place of the typical annnouncers.