Five Star Chicken, a legendary quick serve restaurant chain in Thailand, would like to create relevancy of brand and today’s digital target customer. Their products including Grilled chicken, Fried Chicken, Rice Menu and Chicken snacks such as chicken nuggets, chicken pop, deep fried chicken roll and smoked chicken breast, are cooked fresh everyday to serve every customer anywhere, anytime. Following the brand essence, to create Five Star moment for everyone in the family.
The coronavirus pandemic has changed our relationship with a quick service restaurant. Every day, thousands of customers make thousands of decisions that will impact their life. Therefore, they’re looking for an easier choice for meals during difficult and stressful times. Five Star Chicken have a quality food in a form of chicken snacks to serve for customers every day at any time. That’s one of the biggest advantages they could offer.
In 2021, Five Star Chicken Launch “Chicken snacks for your busy life” campaign in which they have launched 6 versions of online film to personalize customer. It communicates all ages and genders. The message is “No matter who or your career or your interests are, Five Star Snacks are ready to fulfill the busy day with a meaningful meal.” The 6 version of online films are a same story but different narrator’s voice over. Each version communicates with a different target customer.
Below are the 6 version of “Chicken snacks for your busy life” film
1. “ORIGINAL” Version, for mass target
2. “LOVE COACH” Version, for people with problematic relationship
3. “SLANG POP CULTURE” Version, for trendy people
4. “FOOTBALL ANNOUNCER” Version, for football lover
5. “MEME” Version, for a fun and easy moment
6. “RAP” Version, for people who communicates in rhyme
The Online film 6 version launched via Five Star owned channel and Influencer Facebook pages to create relevancy and engagement.
Film advertisement created by Rabbit Digital Group / Rabbit’s Tale, Thailand for Five Star Chicken, within the category: Food.
Chief Creative Officer: Noranit Yasopa
Creative Director: Arm Buddhaphol
Creative Group Head & Art Director: Valunch Charoensombut-amorn
Copywriter: Chawanwat Muakkaew
Copywriter: Sutthiporn Thansuwan
Project Manager: Parichard Thamniyai
Media Planning Manager: Theeranard Kumhangpol
Media Planner: Noramon Thuenyuenyong
Senior Media Buyer: Vikorn Parnitcharoen
Client Service Director: Kathleen Wongsanganan
Group Account Director: Nuttarine Lekcharoenvong
Account Director: Dechakorn Amornwachirabodee
Account Manager: Issariyaporn Tongsai