AUCTION for
the lowest price
Client : SangSom
ACTIVATION
Digital
LIVE
PR
INFLUENCER
BACKGROUND
Like many countries, Thailand has tough laws on alcohol.
They have restrictions on advertising and display of product's packages, except logos. Without ads, brands opt for premium products to boost awareness.
So the Thai rum brand 'SangSom' which means full moon launched 'Moon Tent', a limited edition premium giveaway.
But some people resold them at an unacceptably high price!
INSIGHT
Thailand has tough laws on alcohol. They have restrictions on advertising and display of product packages, except logos: Without ads, brands opt for premium products to boost awareness or sell the product on E-commerce.
IDEA
For this shocking reason on E-commerce, we hit back at the cheating reseller with a real-time response.
SangSom presents 'Auction for the Lowest Price', the first auction in history where the more you bid, the lower the price to save our fans from being ripped off.
AWARD
ADMAN Award 2023
- Bronze, Use of Social Platform
8,850 - 8,800 - 8,750 - 8,700 -
8,850 - 8,800 - 8,750 - 8,700 -
from 8,900.-
to 2,800.-
from 8,900.- to 2,800.-
2,950 - 2,900 - 2,850 - 2,800 -
2,950 - 2,900 - 2,850 - 2,800 -
THE RULE
Auction price starts at 8,900 THB
(which is the ripped off price)
Must bid DOWN 50 THB / time
in 1 minute
visual radio
An announcement to invite Sangsom’s fans to join the reverse auction
