The Cute Phenomenon 'Nong Plus'

Agency: CJ WORX


In the dynamic landscape of customer relationship management (CRM), the strategic adoption of point accumulation systems has become essential for fostering deep loyalty within targeted consumer segments. This method has gained traction across the spectrum, from global powerhouses to nimble startups, as a key driver for boosting consumer engagement and retention.
In a groundbreaking partnership, CJ Worx and PTT OR Group, Thailand's preeminent energy conglomerate, have launched the "Nong Plus" campaign under the innovative blueplus+ brand. This campaign masterfully addresses a ubiquitous challenge in loyalty marketing: although customers appreciate the value of loyalty points, their enthusiasm often wanes when it comes to actively collecting them.

To combat this, CJ Worx skillfully crafted the "Nong Plus" character—a vibrant and memorable mascot that embodies unclaimed loyalty points. This character is not just a mascot; it's a strategic engagement tool that playfully nudges consumers towards consistent point accumulation. With persuasive messages like "Do not leave Nong Plus behind" and "Enroll in blueplus+ today for enhanced privileges," the campaign drives home the importance of claiming and utilizing every point earned.

The design and charm of the "Nong Plus" mascot are meticulously tailored to captivate and motivate. Its engaging presence and collectible appeal not only draw customers in but also powerfully echo the campaign’s core message: to recognize and leverage the full value of accrued rewards.

Since its debut, the "Nong Plus" campaign has achieved remarkable success, significantly expanding its reach beyond the existing customer base and resonating with a broad and diverse audience. This achievement is a testament to the campaign's creative prowess, leveraging aesthetic allure and compelling calls-to-action to amplify point accumulation and customer engagement.

This campaign exemplifies innovative thinking and creative execution at its finest, deserving recognition for not only its strategic impact but also its creative brilliance in transforming a common marketing challenge into a captivating and effective engagement strategy.

This professional campaign titled 'The Cute Phenomenon 'Nong Plus'' was published in Thailand in July, 2024. It was created for the brand: Blueplus, by ad agency: CJ WORX. This Design and Film media campaign is related to the Other industry and contains 1 media asset. It was submitted 9 days ago.


Advertising Agency: CJ WORX
Clients: Blueplus+, PTT Oil and Retail Business Public Company Limited
Chief Creative Officer: Saharath Sawadatikom
Creative Director: Kulthavach Kultanan
Art Director: Pathrawee Homkanjan
Copywriter: Sukit Tongsut
Project Manager: Sasanan Indrapiromkul
Client Service: Worawalan Pornphichitpan, Preechaya Chaimusik
Strategic Planner: Pasinee Tanggasemsun

Production House: Dylan Films
Director: Tanis Pintong
Assistant Director: Wisanukorn Kankong
Producer: Nanthanee Namtip
DOP: Abhisit Prasongsup
PM: Supaporn Kongkapee
Art Director: Supote Khampan
Prop Master: Krit Sonthros
Location Manager: Thanapruk Khamsen
Wardrobe Master: Panjarat Rungvanichkarn
Assist. WD: Rungnapa Khuykhak, Yanisa Juntarapromdach, Namfon Phanphermphun
Casting Director: Jeed Tipwarin Luthi
Assist. Cast: Ailadda Nomaya


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.