Sponsor of Mom-and-pop shops
Dutch Mill
Issue 60 | September 2021
Agency
Wunderman Thompson Bangkok
Creative Team
Chief Creative Officers João Braga, Park Wannasiri Executive Creative Director Thasorn Boonyanate Creative Group Head Rook Floro Copywriters Supalerk Silarangsri, Supanat Wachiralappaitoon Art Directors Smach Chotitat, Panupong Putong
Production Team
Producers Jiraporn Channawach, Jiroj Mechoojit Production House B1 Films Director Duangtawan Sirikoon
Other Credits
Managing Director Parattajariya Jalayanateja Account Team Nuttawut Boonpan, Aphesa Iamsakulpanit, Tanyakorn Pratanporn, Pornchanok Rattanasachol, Jitaree Chotivithayaporn, Napasorn Sriburanasorn
Date
2021
Background
Corner shops, affectionately known as mom-and-pop shops, suffered during the Covid-19 pandemic in Thailand. Lockdown resulted in consumers changing the way they make purchases; even the convenient and quick transactions at mom-and-pop shops were replaced by online shopping.
Idea
Dutchmill Group, a famous Thai milk brand, had been a long-time partner and supporter of mom-and-pop shops. To show support during the COVID-19 Pandemic, the brand invited them to submit their own videos which were edited into Dutchmill ads.
Over a picture of a Dutchmill product, a voice over announced: White Gold Milk has a rich smooth taste.
Don’t forget to drink it with...
Now the picture cuts to video of a store owner in her store. To camera she says: Drink it with sweet fish jerky from John Mark Store.
Picture cuts to Dutchmill logo. Voice-over: Stop for a snack at your mom and pop store.
Using geo-targeting, the ads were served to customers within a one km radius of each shop. In addition, the campaign included other materials to help promote the shops including packaging and out of home product posters.
The campaign kicked off with a film starring real shop owners, establishing the sponsorship idea and inviting store owners to submit their videos.
Results
Originally intending to support 40 shops, the response was so great that more than 200 stores have been promoted in Dutchmill ads. The advertised shops have experienced up to 60% increases in sales.
Our Thoughts
Of course, this isn’t entirely about the milk of human kindness. (Ouch!) In helping the corner shops do business, Dutchmill is helping its own business. Though the launch film is surreal in that way only the Thais can pull off, with real shop owners leaping around, it’s the location-targeted digital ads that do all the heavy lifting. They have an abundance of the ‘feelgood’ factor thanks to the enthusiasm and obvious delight of the moms and pops who participated and are colourfully brash and fun. They would have made the shopkeepers famous in their own one- kilometre patches.