Background

Even though there are few streaming platforms in Thailand which are quite famous but iQiyi (Ai-Qi-Yi) Chinese Streaming Platform has variety of contents that somehow interest Thais. However, the brand struggled with its penetration to Thailand because no one can pronounce the brand’s name which leads to consumers eventually ignore the brand.

‘iQiyi’ Chinese streaming platform faces a huge obstacle in Thailand’s market due to the brand’s name itself is difficult to pronounce. Consumers then cannot recall the brand which leads to Thais tend to ignore 

‘iQiyi’ So how can we educate consumers to pronounce the name as also to create an awareness to the brand

Target Audience

- Female 19 - 31 years old

- Who love to watch ASIAN and TOP quality contents - Chinese and Korean dramas and variety

show.

- Who usually use Twitter, Tiktok and Facebook

- Love to engage with handsome lead cast photo or community in social media

Campaign Planning 

iQiyi is a video streaming platform from China iQiyi entered the Thailand market in 2020 with the most famous variety show “Youth With You 2” that has LISA as mentor. But people still cannot remember our iQiyi brand name (just remember LISA). Compare to competitors, iQiyi are strong in exclusive contents and technology. 

In 2020, we are focusing on promoting content. But this year, we would like to start making Thai users familiar with our brand and name.

Objective

- To educate consumers of how to pronounce the brand’s name iQiyi (Ai-Qi-Yi)

- To increase brand awareness

- To make people aware that iQiyi is a video streaming platform to watch top asian content

Creative Strategy & Execution

90% of Thais really love international songs. Though they never sing it right but the melody and pronunciations are never wrong. Because of that iQiyi used Thai iconic song and change up the main chorus into our brand's name. So the brand's name pronunciation automatically stick into their minds as they hear the familiar melody

We create the music video with the karaoke text of the brand's name iQiyi (Ai-Qi-Yi) to let Thai consumers sing along with the song and at the same time they can read how this word is pronounced. Eventually it turned out that Thai consumers can pronounce the brand's name automatically.

Evidence of result

- Brand's name mentioned increases to 1,248% on the first launching day

- This campaign has got the 30.2 million impressions

- iQiyi gains 2.3 million engagements in total with 13.6 million views