Fluocaril Fun Fest | Event Management

Fluocaril’s innovative Double Action Fluoride formula protects and strengthens teeth—allowing people to live an uninterrupted, cavity-free life. To relaunch the brand, the team had three core objectives:

• To reintroduce Fluocaril, with its newly introduced and improved products, to the Thai mass audience;
• To educate consumers about Fluocaril’s Double Action Fluoride formula; and
• To introduce the superior Fluocaril 7 Benefits Toothpaste.

Drawing inspiration from how the Thai sounds for ‘Fun’ and ‘Teeth’ are the same word ‘ฟัน’, the Fluocaril Fun Fest campaign featured dentists, key opinion leaders (KOLs), media, and T-Pop group ATLAS in the 3-day Fluocaril Fun Fest at Siam Discovery and the 20-day pop-up at Em Station. Guests interacted with the brand through on-stage activities, interactive booths, product sampling, and show-stopping performances that celebrate the unmatched benefits of Fluocaril’s Double Action Fluoride. Strategic PR then amplified the brand story, brand position, and product benefits.

Featuring an engaging, fun-filled environment with touchpoints that reinforce the key message, the Fluocaril Fun Fest was held from September 13 to 15, 2024 at Siam Discovery. The event drew nearly 4,000 guests, thanks to effective fan engagement and media relations that generated buzz.

Fan engagement: Online, ATLAS fans were invited to purchase any Fluocaril toothpaste and post their reviews about the Double Action Fluoride with the campaign hashtags to win one of 70 seats at the ATLAS Mini Concert. An additional 30 seats were awarded to fans who attended the event’s first two days and completed the ‘Passport to Atlas’ stamp rally, which required them to participate in the different interactive booths, to win a seat.

Media relations: Members of the media and KOLs were the first to attend the Fluocaril Fun Fest. Aside from an exclusive tour of the event space, they were treated to information sessions about Fluocaril and dental health as well as a fun PR kit to encourage content creation about the brand. 10 media outlets were also invited to ATLAS’ All about Fun and ‘ฟัน’ Mini Concert with fans.

Alongside user-generated content, photos and videos of the event were published on social media. The ATLAS performances were also broadcast live on the Fluocaril Thailand Facebook Page.

To sustain momentum, the team organized a pop-up at Bangkok MRT’s Em Station from October 9 to 28, 2024. To enter the pop-up, over 48,000 participants followed the Fluocaril Facebook and TikTok pages. Taking photos with the colorful displays about common dental problems and Fluocaril’s brand heritage unlocked free product samples and vouchers, as well as the opportunity to play at the Gacha Fun booth. The pop-up also featured a self oral health check-up station.