Chinese Auto Brands Emerging as Winner in Thailand’s Competitive Automotive Industry. Here’s Why.

Chinese Auto Brands Emerging as Winner in Thailand’s Competitive Automotive Industry. Here’s Why.

Chinese auto in Thailand

 

Consumers in Thailand hold increasingly positive views of Chinese vehicles due to favorable pricing, advanced technology, and appealing design aesthetics, according to a study of the regional automotive market conducted by Vero and Chinese integrated marketing management company WeBridge.

The study, titled The Road to Southeast Asia: A Study of Consumer Perceptions and Market Opportunities for Chinese Automotive Brands” delves into the nuanced landscapes of Thailand, Indonesia, Vietnam, and the Philippines. 

The study found that 72% of Thai consumers have generally favorable perceptions of Chinese cars, particularly for their affordability, technological features, and sleek and modern designs, appealing to price-conscious Thai consumers looking for budget-friendly options without compromising functionality, smart features, and style.

 

Chinese auto in Thailand


This correlates with a broader interest in Chinese products among Thai consumers. The study revealed that positive views of Chinese brands are linked to their seamless integration of online and offline distribution channels (41%), overall affordability of products and services (31%), positive recommendations and reviews (12%), functionality and design (12%), and cheaper shipping and import taxes (7%).  

To gain a better understanding of what’s driving Thailand’s automotive industry, we also narrowed down the factors influencing car purchases. Findings revealed that 43% of Thais view car ownership as a personal preference and lifestyle choice, 27% prioritize fuel savings, 19% care about design quality, 11% value performance, and 8% consider it a way to elevate social status.  


Meanwhile, the study did indicate some challenges for Chinese automotive brands. 
Sentiments in the study indicated that complex car loans and the high costs of car insurance compound financial concerns for Thai consumers, respectively making up 26% and 15% of conversations about barriers to purchase. Expensive maintenance and repairs are also a considerably significant concern, accounting for 8% of conversations.

 

Leveraging favorable sentiments can elevate Chinese EV brands’ stature in Thailand 

 Chinese electric vehicle (EV) makers can capitalize on their increasing prominence in Thailand by positioning themselves as tech-driven, offering cutting-edge innovations to align with the preferences of the local market, according to executives at Vero.  And as Thailand pushes for green mobility, Chinese brands can strengthen their efforts to promote the environmental benefits of EVs, signifying a more sustainable and future-forward lifestyle. 

“Chinese EVs have already captured a significant share of the Thai auto market, and their position is only going to grow more pronounced as they build facilities in Thailand and address consumer pain points such as charging infrastructure and battery swapping. China is a world leader in electric vehicles and green mobility, and using this expertise to help Thailand achieve its own sustainability goals can further cement Chinese EV brands’ reputations,” said Quang Do, Vero Vice President of IMC Consulting, who was among the executives leading the study. 

Prangthong Jitcharoenkul, Account Director and co-leader of Vero’s mobility practice in Thailand added that it is also essential for Chinese auto brands to localize their approach. By understanding consumer behaviors and the socio-economic situation in Thailand, they can deliver tailored narratives that resonate with their target market. 

“Chinese EV brands can leverage their current positive reputation among the target market. For example, they can highlight how the latest technology addresses Thai consumer pain points and highlight the role regional culture plays in which vehicles are introduced in each market.  The study indicates that Chinese brands are in a good position among Thai audiences, and that they should lean into this positive sentiment to better compete with other players in the growing EV market,” said Ms. Jitcharoenkul.   

Read the full study at this link. English and Mandarin versions are also available for download. 

‘Grow Green with Booking.com’ Sustainability Campaign in Thailand CASE STUDY

Travel and Lifestyle Award at the 2023 PRCA APAC Awards   |   Environmental Campaign-Bronze at PR Awards Asia 2023 

The Brief

Grow Green with Booking.com

Booking.com, a leading online travel platform that allows users to book accommodations, flights, rental cars, and other travel-related services, aims to become the top travel brand for sustainability in Thailand. Recognizing the travel industry’s significant contribution to pollution, carbon emissions, and waste generation, Booking.com is developing innovative solutions to make travel more sustainable. 

In collaboration with Vero, the company launched a compelling communications campaign that amplified Booking.com’s Travel Sustainable Program among Thai consumers, KOLs (Key Opinion Leaders), and the local media.

By introducing the ‘Travel Sustainable Property’ badge, the company offers a wide range of sustainable accommodation options for travelers, encouraging immersive experiences in certified eco-friendly properties.

Execution

Grow Green was a two-part campaign, and the first stage, Grow Green Stay, involved designing and building a fully sustainable accommodation option bookable via Booking.com website. The accommodation was made using sustainably sourced clay and employed elevated levels of sustainable architecture and functionality, such as: 

  • A sustainably built Clay House leveraging energy-saving methods and reducing material production.  
  • Onsite dinner with natively and organically sourced ingredients, partnered with Local Aroi, an enterprise that works with indigenous communities in Thailand to highlight their authentic culinary offerings.  
  • Various sustainable practices, verified by independent industry bodies that note the campaign’s positive impact on society and the environment.   

The second phase of this campaign was called Grow Green Together and involved gathering influential journalists and KOLs to visit accommodations that have earned the Booking.com ‘Travel Sustainable Property’ badge. The Clay House served as the inspiration for this phase of the campaign.

THE RESULT
118
Media Coverage
+910M
Total Reach
+1.7M
Social Media Reach
+2.1M
Total Engagement

Thailand AI 2023

We look back on the trending AI controversies that have sparked thought-provoking conversations in Thailand this year. | Artwork by Anuphab Buddhaphan

 

With AI taking center stage in the tech world in 2023, there’s no denying that it’s here to stay, and it is starting to make big waves among local businesses and communities. In the meantime, we consumers and end users find ourselves thrown into a whirlwind of sensations and social theatrics. Thailand’s distinctly sardonic online culture is well suited for the zeitgeist, so naturally, AI wouldn’t be excluded from mockery, especially among the tech and art communities.   

As the year comes to a close, join us as we look back on the trending AI controversies of 2023 that have made millions of Thai netizens stop scrolling and engage with brands and artists. We will also explore how marketers and brands can take advantage of this ever-evolving landscape while respecting customers’ diverse views on AI. 

By the numbers  

Thailand is arguably among the most enthusiastic adopters of AI, with various initiatives in both public and private sectors aiming to integrate AI into their systems to improve both productivity and creativity by automating menial tasks.  According to a report by the Electronic Transactions Development Agency (ETDA) and National Science and Technology Development Agency (NSTDA), over 50% of Thai companies have plans for AI implementation. Among those that have already integrated AI, their objectives include improving production or organizational service efficiency (50%), facilitating internal management (43%), and increasing revenue (36%).  

In a recent survey by Publicis Sapient gauging perceptions of Gen AI across seven countries, Thailand stood out prominently. Of the 2,061 Thai respondents, over a third (35%) had personally or professionally used Generative AI tools, placing Thailand near the top for AI usage, just behind Australia (38%). Additionally, 55% of Thai consumers said they expect that Generative AI will enhance their interactions with brands.  

AI has landed in Thailand, but not safely 

ChatGPT launched in November 2022 and gained significant traction in Thailand in early 2023. Early users were fascinated by its versatility in tasks like answering questions, crafting content, and sparking creative ideas—a boon for students, marketers, and brands alike. 

As the AI phenomenon gripped the online world, it also prompted a shift in how corporate and creative professionals operate. Difficult questions arose: How do we keep up with AI? What sets our work apart from AI-generated content? How reliable are these AI-generated responses? How can we copyright AI-prompted work? With these queries in mind, let’s delve into how the Thai creative community is responding to the rise of AI. 

Thailand’s art scene shaken 

Vero’s examination of social media discussions about AI shows that Thai people are especially concerned about AI’s impact on the art world.  

The Loopsie app has thrown Thailand’s art and literature community for a loop. Leveraging AI, Loopsie transforms existing photos into anime-inspired images, creating an overnight sensation. The controversy was heightened when Silpakorn University’s Faculty of Painting, Sculpture, and Graphic Arts shared a Loopsie-generated creation of their faculty common space on their Facebook page. An outcry ensued, with existing students and alumni condemning the faculty’s decision to use AI over genuine student art to promote their program, and concerns were raised about the ethical use of existing art references without clear consent. Given the context of an art department within Thailand’s foremost university dedicated to arts, the choice to employ AI-generated art is undeniably ironic — and apparently misguided. AI certainly has its place, but we shouldn’t underestimate the backlash that results when it usurps human creativity.  

Thailand AI 2023

New job of 2023: AI Artist 

Case in point: On October 19, 2023, The Ghost Radio, an online radio show in Thailand renowned for horror storytelling, took to their social media to announce a job opening for an “AI Artist” role. The objective was to assist the team in creating illustrations for the ghost stories featured in the program. However, the posting was promptly withdrawn in the wake of backlash, with critics questioning the ethics of AI, particularly its training from pre-existing works where the consent of the original artists remains uncertain. 

The team quickly issued an apology to their audience, affirming that internal discussions and viewer feedback were considered, and they ultimately decided to cancel the recruitment:

“The team acknowledges the public outcry and comments and has extensively deliberated on the matter internally. Consequently, we have reached a decision to cancel the recruitment for this particular position. The Ghost Radio sincerely apologizes for the events that transpired and is open to hearing every opinion of our viewer.”

 

– Statement from The Ghost Radio, posted on Facebook page, October 19, 2023 

 

While some expressed disappointment with the show and even threatened to stop tuning in, most of the audience praised the team for their courage and for paying attention to public sentiment, particularly in supporting artists and genuine art. 

#WriterSaysNoToAIArt  

In September 2023, another controversy surfaced when online novelists formed a coalition against the use of AI-generated cover art, which has been one of the primary avenues for new artists to have their work seen. This sparked a heated debate on X (formerly Twitter) regarding the impact of AI on artistic expression and job opportunities for emerging artists with the hashtag #นักเขียนไม่เอาปกAI (#WriterSaysNoToAIArt). On the other side, some have argued that novelists have the freedom to choose AI-generated art, provided they are upfront with their readers about it, and those readers can choose whether to support such choices. 

Thailand AI 2023

Transparency is key 

The overarching theme is clear: concerns about AI dominance have brought to the forefront a profound appreciation for artistic integrity. Artists and their audiences care about the essence of art, the effort invested in its creation, and fair compensation for creators. Transparency has emerged as a critical value in this evolving landscape. 

Adobe, the vanguard behind the renowned Adobe Photoshop and Adobe Illustrator, has taken a unique approach to AI in art. Adobe Firefly, a web app, explores generative AI’s potential in art creation, incorporating a compensation model for contributing artists. In publicizing the app, the company emphasizes responsible AI development:

“Adobe is committed to developing generative AI responsibly, with creators at the center. Our mission is to give creators every advantage — not just creatively, but practically. As Firefly evolves, we’ll continue to work closely with the creative community to build technology that supports and improves the creative process.”

 

– Adobe’s approach to generative AI, as seen on the Adobe Firefly landing page.

 

What this means for AI adopters 

While some software providers are making efforts to be transparent and ethical when deploying AI, the majority lack clear guidelines, which raises concerns about the potential for creators to face plagiarism in their work. 

Although many businesses are now implementing AI into their products and services, the backlash from the public and artistic communities shows that there is strong resistance to AI art taking the place of art made by humans, which stems both from the typical fear of people losing jobs to AI but also broader societal concerns about the loss of original, disruptive ideas. While it’s true that humans draw inspiration from past artistic works and sometimes imitate or train from existing materials, human creative expression also draws from an individual’s unique life experiences, feelings, and perceptions and combines those in ways that can be powerful and revelatory. As such, AI can never meaningfully replace human artists. 

For brands and marketers, one thing is clear: transparency and honesty with audiences are invaluable. This is always the case for earning brand trust, but it’s especially crucial when dealing with sensitive topics such as AI. For most brands, having the public perceive that they support artists is worth more than the time or money might save using AI. 

Few things are certain about the future of AI, but it’s clear that this is not just a passing trend; it’s an inevitable transformative force that has become an integral part of our creative landscape. For brands, it will be essential to navigate this landscape responsibly and stay attuned to the evolving dynamic between AI and artistic expression. 

 


ABOUT THE AUTHOR 

Chanon Raopanya consults on communications strategy for tech brands and corporate clients such as Intel, Sennheiser, and Mastercard. As a technology, film, and gaming enthusiast, he is always excited about technological advancements and innovation in products and services. 

 

Vero Events

 

Leading Southeast Asian communications consultancy Vero announced today the launch of its new business unit, VeroXperience, dedicated to redefining brand event experiences in the region. This strategic expansion will see Vero demonstrate its event management and production capabilities to further elevate brand-consumer engagement. 

Now more than ever, consumers are looking to connect with brands in more personal ways, and hosting events is a great place to start for brands to create meaningful consumer experiences and interact with potential customers in real time. 

VeroXperience specializes in coordinating and executing a wide range of events, including but not limited to: 

  • Brand and Product Launches 
  • Grand Opening Ceremonies 
  • Conferences, Seminars and Networking
  • Fashion Shows 
  • Pop Up Displays 
  • Immersive Experiences 
  • Fan Meets 
  • VIP Workshops and Masterclasses 

VeroXperience will provide clients with end-to-end event solutions—event planning and strategy, concept and design, venue and vendor management, marketing and promotion, production and execution, attendee engagement and experience, photo and video documentation, post-event evaluation and reporting, budget management, risk management, and client communication and collaboration—ensuring a seamless experience from start to finish.  

The new event unit leverages the expertise of an exceptional event team spearheaded by Vero’s Vice President for Consumer Experience Prapasri Vasuhirun. The team has a proven track record of successfully executing numerous exceptional events in recent years. 

“Our strength lies in our role as strategic consultants, working closely with clients to design event marketing and PR strategies that genuinely resonate with their target audience,” said Prapasri Vasuhirun. “This new business unit aims to elevate Vero’s consultancy approach, encouraging more open collaborations with clients to co-create unique event experiences that bring them closer to their target audience. We understand that each brand has a distinctive story, and our mission is to bring those stories to life through immersive and impactful event experiences.” 

Building upon Vero’s influencer and fandom marketing capabilities, VeroXperience aims to drive deeper connections and engagement between brands and their audiences by establishing rapport with fan communities. This approach taps into the power of passionate communities to amplify brand loyalty and advocacy.

 

Why events matter: The power of brand-consumer connection 

Events play a pivotal role in both selling products and cultivating lasting relationships between brands and consumers. Events allow brands to get their name and products in front of as many potential customers as possible while allowing people to discover and experience everything brands offer.  

Recent statistics show the significant positive impact of event marketing in building brand reputation and gaining consumer loyalty. Research by Zippia found that 60% of business leaders worldwide believe that events are the most critical marketing tactic. Events serve as a unique platform for brands and consumers to connect and engage. Additionally, 85% of marketers surveyed acknowledged that events contribute significantly to increased lead generation and sales. 

The same is true in Asia, where the industry is projected to surge to an estimated $567.10 billion by 2026, driven by increased frequency, the emergence of new event formats, social trends, and technology integration. The region is organizing major events to boost its global influence, showcase cultural values, and stimulate business growth. Among the standout cities for hosting these events are Bangkok, Singapore, Kuala Lumpur, Jakarta, and Manila.  

In Thailand alone, the MICE (Meetings, Incentives, Conferences, and Exhibitions) and mega-event market is estimated to reach $12.23 billion by 2027, registering a CAGR (Compound Annual Growth Rate) of 11.63% from 2021 to 2027, with key stakeholders including corporate organizations, public organizations, and non-governmental organizations. An increase in number of tourists and business activities in Thailand is a key factor expected to fuel market growth in the near future. 

The entire event industry will also see a growing emphasis on sustainability and eco-friendly practices in event planning— a direction VeroXperience intends to explore and take a leadership role in moving forward. 

The new event unit reaffirms Vero’s commitment to innovation, constantly adapting to the shifting demands of the consumer market and cultivating brand-consumer relationships across Southeast Asia.  

Create immersive experiences and impactful events for your brands with Vero! Please contact Prapasri Vasuhirun at prapasri@vero-asean.com. 

Bear Brand UHT – World Milk Day CASE STUDY

The Brief

Started by the United Nations, the World Milk Day is celebrated annually all over the world to highlight the benefits of milk consumption and support the dairy industry. In Thailand, Nestle‘s powdered milk product Bear Brand wanted to use this opportunity to inspire people to drink more milk and keep Bear Brand top of mind for consumers.

Bear Brand UHT – World Milk Day

Execution

Leveraging the power of entertainment and social media, we tapped famous Thai actors Earth and Mix, whose fans are of the young generation, the very same market Bear Brand wanted to target for this campaign. We also did a little wordplay for the tagline and used ‘หม่ำหมี (mom-mee), which sounds like ‘มัมหมี (mommy) or what the fans call themselves. We asked Earth and Mix to make a healthy and creative dessert menu using Bear Brand UHT Milk as the main ingredient. Using the hashtag #EarthmixหมีUHTxShopee, they also went live on Shopee to have fun and play several games with their fans. Then five audience members were randomly selected to join the duo in an exclusive video call. This approach proved to be effective with the live session becoming the second most trending topic on Twitter in Thailand. 

Bear Brand UHT – World Milk Day

To further boost the campaign, we worked with lifestyle and foodie KOLs to help showcase how people can create endless delicious recipes using Bear Brand UHT Milk. Their posts appeared on Facebook, YouTube, and Twitter.

THE RESULT
30 Million+
Total impression
2.5 million+
Total Engagements
34
pieces of KOL content

T-Wave

 

The world is going gaga over Thai influencers and entertainers. Now that the Korean “Hallyu Wave” has settled into a secure place in the global pop culture landscape, the Thai Wave (T-Wave for short) has emerged to introduce a new set of Asian cultural trends to audiences worldwide.  

As the influence of Thai entertainment stretches beyond its national borders, the T-Wave is captivating an international audience, inspiring cross-cultural exchange and a deeper appreciation for Thai artistry.

 

Introducing Thai culture through music

In April 2022, Thai rapper Milli’s historic performance at Coachella paved the way for Thai hip-hop music on the global stage — but Milli also ignited international interest in mango sticky rice when she ate a spoonful of the iconic Thai dessert between verses. Thai social media platforms were flooded with mango sticky rice recipes and memes, while online searches for “mango sticky rice” surged twentyfold, according to Google Trends. 

Following that viral moment, the Thai government pushed for the nomination of mango sticky rice to a spot on the UNESCO Intangible Cultural Heritage list. Additionally, reports indicated a staggering 100-fold increase in the average sales of mango sticky rice in Bangkok by both traditional storefronts and food delivery apps like Grab Food. 

In another big moment for Thai music, 4MIX – a proudly LGBTQ+ band – is building a global fan base despite all their songs being in Thai language. Timeout names the band, which debuted in 2021, as part of a revival of Thai pop music (or T-pop) that is injecting fearless new energy into the scene. The band’s concerts in Mexico and Brazil last year drew massive crowds, and their debut single Y U Comeback has already amassed more than 17 million views on YouTube.

Is Thai pop an alternative to K-pop’s dominance? 

Thai pop music is rooted in cultural authenticity while also fearlessly embracing new sounds and melodies. Once dominated by traditional music played on local instruments, the music scene now echoes sounds and lyrics that resonate with a global audience. 

One of T-pop’ s strengths lies in its diversity. The genre embraces a wide array of musical styles, including hip-hop, indie, and experimental music, which helps it reach out to diverse demographics and inspire everyone to sing along. There’s also no shortage of talented singers and performers—from popular girl group 4EVE to indie pop star Phum Viphurit—recognized globally for their unique artistic visions. 

Thanks to the widespread reach of streaming platforms and social media, T-pop has been steadily gaining a global fanbase. Its success mirrors the trajectory of South Korean pop music while also offering a refreshing alternative for music enthusiasts. While K-pop is dominated by boy and girl groups, its Thai counterpart gives the spotlight to solo artists redefining the industry. It’s worth noting, though, that several Thai singers are now considered among the biggest K-pop stars, including Blackpink’s Lisa and GOT7’s BamBam, and their rise to international stardom has inspired Thai artists to aspire for global stardom. 

The surge in international attention has had a significant economic impact. In 2022, the Thai music industry surpassed the $100 million milestone for the first time, with global music labels Universal and Sony Music increasing their investments in the country. 

Series-Y and its bold defiance of social norms

Amidst Thailand’s traditionally conservative culture, the soaring popularity of the Boy Love genre – or Series-Y, as it is locally known – has emerged as a significant cultural shift. Breaking societal norms, these films and TV series have captivated audiences with their genuine and poignant portrayals of decidedly non-traditional relationships.

Series-Y content market was worth more than 1 billion baht (about 27 million USD) in 2021, with the key export markets including China, Japan, Taiwan, the Philippines, Indonesia, and Latin America, according to a report from Bangkok Post. And the business ecosystem linked to Y Series in Thailand is projected to grow by 30-40% per year.

The genre first gained significant recognition with the release of the critically acclaimed blockbuster “Rak haeng Siam” or “Love of Siam” in 2007. Widely regarded as a groundbreaking work, some consider it the pioneering Y-series. However, the industry witnessed a major turning point in 2014 with the series adaptation of the boys-love novel from Dek-D.com, titled “Love Sick: The Chaotic Lives of Blue Shorts Guys.”. This adaptation propelled the Y-series genre into the mainstream and captured the hearts of audiences both locally and internationally. 

But it was during the COVID-19 lockdowns in 2020 and 2021 that the genre saw a massive surge in popularity beyond Thailand. Bright Vachirawit and Win Metawin’s hit series “2gether” aired from February to May 2020, was Series-Y’s breakout show, amassing at least 100 million views on the now-defunct Thai streaming platform LINE TV. It found fans in socially conservative nations like China, Indonesia, and Latin America. The series also promoted South Korea, Vietnam, and the Philippines to try their hand at the genre.  

Here are a few Y-series actors who have gained extensive fan bases worldwide:

T-Wave BL actors

This phenomenon signals greater acceptance and empathy within Thai society regarding diverse identities and narratives. Internationally, the genre owes its success to the availability and accessibility of online streaming platforms like Netflix and YouTube. These platforms bring the series to audiences far and wide, especially in China, Japan, Vietnam, and the Philippines, creating a thriving community of fans interested in learning more about Thai culture and language.

Why Series-Y is a well-loved genre 

Thai Series-Y has become a global phenomenon, captivating diverse audiences with its engaging storylines that resonate deeply. Their authentic depictions of homoerotic relationships between male characters prove that romance, drama, and self-discovery have no boundaries. 

Moreover, many Series-Y are highly regarded for their production quality, featuring impressive cinematography, direction, and editing alongside the engaging performances of the Thai actors. 

Beyond their entertainment value, Series-Y creatively incorporates elements of Thai culture into their narratives, providing viewers with a fascinating cultural experience that highlights the uniqueness of Thai culture while promoting mutual understanding transcending geographic and language barriers. 

A Guide for Brands to Tap into the T-Wave 

There is a wave of interest and curiosity in Thailand’s culture and entertainment industry that brands shouldn’t miss. Here’s how you can successfully embrace the vibrant energy of this cultural phenomenon. 

Understand the Audience: Conduct market research to understand the target audience of the T-Wave cultural trend. This will help the brand tailor its content and marketing approach to meet the preferences and interests of audiences and consumers. 

Align with Brand Values: While it is easy to jump on the bandwagon, it is important to ensure that the content aligns with the brand’s core values and principles. This will help maintain consistency and authenticity in the brand’s messaging, rather than appearing as mere opportunism. 

Promote Diversity and Inclusivity: The T-Wave’s popularity can be attributed to its fearless take on diversity and inclusion, especially considering the prevalent discrimination and barriers to LGBTQ+ rights that the community still faces. Highlighting this fact – and incorporating it into the brand’s own culture – will draw consumer attention. 

Leverage Social Media and Online Communities: Much like the Korean Wave, it is the Internet that sets the T-Wave ablaze. It’s easy to find pockets of international T-Wave fans worldwide through social media and dedicated online communities. Chinese fans, for example, are said to be dominated by millennial females who can offer long-term support for their favorite actors and shows. 

Look out for promotional opportunities with T-Wave stars: Thai idols are cementing their well-deserved spot in show business, concert stages, fashion shows and brand partnerships. At the recently concluded Paris Fashion Week, luxury fashion house Dior’s star-studded guest list included the ever-so-classy Tu Tontawan and Series-Y favorites Apo Nattawin and Mile Phakphum. The Thai stars’ attendance generated significant buzz, earning Dior more publicity and media value. 

Engage with Influencers and Content Creators: Besides the artists themselves, brands can collaborate with influencers and content creators who have a strong affiliation with the T-Wave, similar to collaborations with game streamers. Their endorsement can help the brand reach out to the growing T-Wave fandom. 

Monitor Viewer Feedback and Adapt Content: Pay attention to viewer feedback and adjust content based on their preferences. This shows responsiveness and a commitment to meeting viewer expectations. 

Maintain Transparency and Authenticity: Be transparent and authentic in your brand’s approach to producing and promoting the thriving cultural trend. This builds trust with viewers and helps maintain a positive brand image.

 

Vero Case Studies 

It’s an exciting time to ride on the T-Wave. Recognizing the impact and growing influence of this cultural phenomenon, the Vero team has crafted campaigns spotlighting some of Thailand’s well-loved Series-Y stars. 

Gucci Beauty x Joong

T-Wave Joong

Vero recently worked with Thai mega-influencer Archen ‘Joong’ Aydin, who has 2.1 million followers on Instagram, on a pop-up event campaign for Gucci Beauty and King Power, which aimed to build enthusiasm for duty-free shopping. Joong’s throngs of fans attended the event daily, organically creating their own trending hashtag (#GuccibeautyxJoong), which accumulated over 8,800 tweets throughout the event.    

Joong starred in the hit Series-Y “Star in my mind” with Dunk Natachai, which immediately catapulted the two actors into super stardom. The series received positive reviews from fans all over the world, eventually leading to international fan meets called “Shining JoongDunk.” 

Nestle x Max and Nat

T-Wave

Vero collaborated with renowned Series-Y stars Max and Nat to endorse Bear Brand UHT Enriched Honey  

Throughout the one-month campaign, the video acquired a total of 58.2M impressions, 47.5M reaches, 615K engagements, 23M views, with an Average ER of 12.28%. Remarkably, 92% of the comments were positive, with fans eagerly expressing their enthusiasm to create their own DIY Bear Brand drinks. The stars engaged in lively interaction with their fans, while the giveaway attracted an impressive 300 participants, amplifying the brand’s presence and impact and proving the actors’ massive influence.  

Ready to ride the rising T-Wave? Let’s talk about collaborations and marketing opportunities in Thailand here.

 


ABOUT THE AUTHOR

Based in Bangkok, Raveepas Yenprapine is Vero’s IMC Strategic Planning Director. He leads some of Vero Thailand’s prominent accounts, including Nestle, Unilever, and the Tourism Authority of Thailand. 

TikTok’s Save Small Businesses in Thailand CASE STUDY

The Brief

In 2021, TikTok came to us with an extra special brief. As COVID-19 tore through Thailand, small businesses and restaurants began to close, with no government strategy outlined to help.  Enter TikTok’s Save Small businesses campaign. 

At least 50,000 restaurants closed in Bangkok alone, and 500,000 workers lost their jobs because of new restrictions. Delivery food apps were taking off, but advertising on these platforms was costly, way out of small local restaurants’ budget.  

TikTok were looking to create a campaign that was socially responsible, useful, and relevant. They wanted to target 18–35-year-old TikTok users, who are familiar with technology and enjoy playing or uploading to social media regularly, as well as those whose use had lapsed. 

Food was a focus area for TikTok in H2, and they were looking for a campaign that was scalable nationwide. 

TikTok’s ‘Save Small Businesses’ in Thailand

Execution

From our research into the target audience, we learned that this group was eager to help others, that they have their own individual favorite local store or restaurant, and often have an incredibly good relationship with these businesses. 

Vero’s campaign positioned TikTok as a platform for the greater good, helping small/local restaurants to have more exposure. The campaign would create momentum amongst users, activating both TikTok users and lapsed users to help restaurants together! 

The strategic task was to create a participative movement through the platform. To raise participation, we chose to leverage the audience’s sense of proximity by making geography and geolocalization the competitive element for content creation. Each Tiktok user could then have an impact on their immediate vicinity, on the small businesses which sit right next to them. 

Amplification through a few KOLs would encourage outsiders and lapse users to join the campaign, as well as emphasize TikTok’s image as a social supporter. To Save Small Businesses, the voices of choice were the consumers and KOLs, both having the most authentic reasons to participate. The campaign would be scaled up from local to national, in an inclusive effort

TikTok’s ‘Save Small Businesses’ in Thailand

To help restaurants gain more business via food delivery apps, Vero developed an integrated communication plan, including designing the UX and UI for TikTok’s platform, developing localized press releases, and running a social media campaign.  

Vero helped TikTok launch a challenge that asked people across Thailand’s five regions, to create a post about their favorite café or restaurant, tagging the province.  

We worked with local KOL’s from each region to encourage their followers to join the challenge using the hashtag เซฟร้านทั่วไทยกับTikTok or #savelocalstoreswithTiktok. 

TikTok used its algorithm to rank and identify the regions with the highest participation. The top four users who posted from these regions won exclusive prizes and a 30baht discount to use on food delivery apps. 

We all have a favorite small or local restaurant. A place that you frequent often and rave about to your friends.  

Vero homed in on this love and asked people to come together as a community to help save small and local restaurants from the brink of extinction. Besides a strong impact on impressions, the campaign made actual impact for businesses, as testified directly by some owners. 

THE RESULT
1.5 Billion
Views on videos tagged with the hashtag
100,000
Videos generated from 77 stickers
4,737,142
Impressions

This is how Vero unwindsHere’s how the Vero team unwinds and enjoys a well-deserved break away from our work desks!

 

Work hard, play harder – well, at least when the work is done. Agency life is no joke – the high demand for creativity, tight deadlines, and back-and-forth revisions, to name a few stressors.  

At Vero, we’re all about delivering top-notch service to our clients, but this doesn’t mean our team members come second. From implementing our unlimited leave benefit to our work-where-you-thrive approach, we recognize that fostering employee happiness and relaxation empowers them to carry out their finest work. 

But it’s not all that we offer! Our offsite teambuilding activities are always one for the books. We take teams to places far from their work desks – where they can soak in the sunlight, enjoy the outdoor breeze, and indulge in carefree fun and friendly competitions, rekindling spirits and forging deeper bonds. 

This year, the island of Bali in Indonesia, Ho Tram town in Vietnam, Antipolo in the Philippines, and Bangkok in Thailand played host to our memorable and fun-filled team bonding moments. 

The big smiles, delectable feasts, and some competitive faces are just a few of what makes these activities rewarding and unforgettable. 

 

Vietnam Squad at The Grand Ho Tram Strip 

About a three-hour bus ride from Saigon, the coastal town of Ho Tram is one of Vietnam’s most idyllic beach destinations.  

The Vietnam squad enjoyed every moment of their stay at The Grand Ho Tram Strip – from the beach-facing rooms, a buffet breakfast that’s worth waking up early to, to the fine sand and refreshing waters, the team spent three days recharging from the hectic work on the first half of the year. 

Vero team

Despite the unpredictable weather, the team had a blast with games that strengthened teamwork, camaraderie, and a healthy sense of competition.  

And what better way to spend the last night in Ho Tram than a sumptuous buffet dinner with an entertaining lotto game with Saigon Tan Thoi! 

Vero Vietnam team unwinds


Philippines Squad tests teamwork in Antipolo 

The Philippine team is Vero’s youngest – but they are one of our strongest! Their July teambuilding activity proved their physical and mental strength and team solidarity at Phillip’s Sanctuary in Antipolo. 

Vero PH team unwinds

The team of ten balanced on logs and ropes, crawled through the mud, jumped through tires, and did a centipede race – all under the rain. The two-day activity, while physically tiring, provided profound lessons about listening and strategizing, concentration, collaboration, and humility. 

It was a trip to remember. The things they’ve learned and the bond they’ve made will surely gear Vero Philippines toward more success!  

Vero PH team unwinds


Indonesia Squad’s Bali Escapade  

There’s no doubt Bali is a tourist favorite, but even our Vero Squad in Indonesia finds the “island of the gods” the perfect venue to eat, laugh, and bond! 

Courtyard Bali Seminyak Resort, one of the island’s top luxury resorts, welcomed the team for a three-day retreat. With activities ranging from refreshing morning yoga to snorkeling adventures and a serene beachside picnic, the squad emerged not only rejuvenated but also tightly united.

Vero Indonesia team unwinds

However short, the trip to Bali was a much-needed break from deadlines and the agency life pressure (although everyone still had to respond to client emails 😊). The trip also allowed the team to talk about things other than work and get to know each other beyond their roles. 

Vero Indonesia team unwinds


Thailand Squad Sports Day in Bangkok 

Vero’s Bangkok office has the most members, so it’s sometimes hard to see and talk with everyone. The ‘Vero Play’ event was a perfect day to bond through team sports, where everyone not only connected but also unleashed their inner competitive spirit. 

Vero Thailand team uwninds

The squad was split into four different teams for a whole day of badminton tournament at The Racquet Club in the beautiful city of Bangkok. With rackets in hand, shuttlecocks flying, and loud cheers from the sidelines, each team displayed remarkable skills and incredible teamwork.

And of course, nothing beats indulging in an al fresco moo krata after an adrenaline-filled day! 

Vero Thailand team uwninds

 

 

How Vero helped Mitsubishi Motors Resurrect the Notorious RALLIART CASE STUDY

The Brief

Mitsubishi Motors wanted to resurrect its notorious car racing brand, the RALLIART, which had historically won some of the toughest races in the world.

After more than a decade’s hiatus on the world stage, Mitsubishi Motors picked Thailand to be the first country the RALLIART would restart its engine once more!

Mitsubishi Motors trusted us to organize the comeback of the legendary brand at Thailand’s Motor Expo 2021 where top-tier media could witness RALLIART’s return as special edition models.

Mitsubishi motors and ralliart

Execution

Vero supported the press launch of RALLIART by retelling the memorable history of the victorious racing brand as well as recalling Mitsubishi Motors special and historical connection with Thailand and appreciation for Thais.

Our feeling was that the models needed to be seen in action, so three legendary models highlighting the past successes of the brand in both the commercial and motorsport world were showcased at the 38th Thailand International Motor Expo 2021. We prepped a Mitsubishi Motors representative to take the audience of the motor expo on a journey of RALLIART, detailing its brand-new product roadmap.

We also coached the CEO to give an interview at the end of the event where a media Q&A session also took place to make sure the DNA and message of RALLIART was heard.  

THE RESULT
213
Publications
$1.2
million USD in PR Value
104
total media attended