OPS 'Save the Moment’
JWT Bangkok’s new interactive campaign for Thai beauty brand Oriental Princess explores how our reactions to certain moments can make or break a relationship, encouraging Thai women to examine their own relationship style and get them talking about ‘Moment’, OP’s new limited edition makeup, scent and skincare line.
An emotionally-charged 30 second TV trailer introduces audiences to a couple on the brink of divorce, then invites viewers to go online to participate in their story. The interactive online film allows Thai women to choose the direction the story takes at several critical junctures faced by the couple, letting them ‘save the moment’ and direct the story toward a happy ending - or not, resulting in the relationship’s demise. The film also allows audiences to view both sides of the couple’s story in each chapter, encouraging them to look at each point of conflict from another perspective.
The situations are day to day moments everyone can relate to: an anniversary dinner missed because of a late night at the office; a pair of dirty boxers left on the floor; irritation over a late departure for friend’s wedding; an attempt to help with the washing that ruins a favorite outfit. Every decision made by the viewer affects how the relationship develops – or ends.
“It’s not always the big things that kill a relationship; it’s how we react to each other on daily basis. Our relationships grow when we learn to save the moment when things get tense – and to truly cherish the happy moments we have,” says Satit Jantawiwat, ECD of JWT Bangkok. “By kickstarting a conversation on this important issue, the Oriental Princess brand is placing itself at the heart of its consumers’ lives.”
The campaign is part of OP’s drive to turn its Oriental Princess Society loyalty club, which has over 1 million members, into a community of women who can inspire each other to define themselves on their own terms and encourage their collective life journeys. Each year OPS intiaites a discussion on a particular topic among its members on their website and asks women share their insights and ideas. Last year, OPS encouraged Thai women to question society’s expectations and define their own self- worth through a thought-provoking TV campaign that sparked debate on its website. This year’s theme is relationships.
As part of the “Save the Moment” campaign, JWT created a space on their website, at www.orientalprincesssociety.com/savethemoment/, for women to share their own stories, and created a “make the moment” social media tool to help save and share the moments they cherish with partners and friends. Women select a photo of a special moment from their Facebook album and write a caption; the tagline “Moment limited edition: let’s save the moment for a better relationship”, along with OP’s logo, appears at the bottom of the customized e-card, helping generate buzz about the product when people share their own moments on social media.
“Oriental Princess is committed to helping women find happiness, be who they want to be, and live their lives to the fullest,” Ms. Apaiporn Srisook, Marketing Director at O.P Natural Products Co.,Ltd. “This campaign makes it entertaining and engaging for women to examine their own approach to relationships and to share their own experiences. It’s a journey that everyone can relate to, and OP wants to support our members, every step of the way.”
The online films drew over 282,000 views on Youtube in the first two weeks of the campaign. The TVC, which first aired on Sept 18, will run until the end of October.
To watch the trailer and films in Thai, and see all the interactive points, visit www.orientalprincesssociety.com/savethemoment/
