Overview 

“6 Takes of Drama” merges advertising with entertainment in the form of a cinematic short film. Is it a commercial? An entertaining film with plot twist? A music video featuring a famous Thai rock song? It’s all three.

Kulov Vodka is superior in quality for its 6 times distillation. Instead of telling this in a straightforward way, this piece of content taps into the culture of online social behaviour. Not only effectively highlighting the product quality, but also captivating a generation of viewers who love to binge watch online content, and whose social lives now revolve heavily around online media.

Background and Strategy

Because of regulations in Thailand for alcohol advertising, alcohol brands are strictly forbidden to directly talk about their product quality. So we tie in the message of ‘more distillation, better result’ with a positive message that’s inspired by common online social behaviour.

It’s easy for everyone to use social media platforms as an emotional outlet. But when it’s easy to post anything, it can also easily lead to conflicts and drama. But distilling thoughts (6 times to be exact) before posting, can help avoid unnecessary drama.

Idea​

The more you distill, the better the result.

Execution

A 6-minute short film about how to properly do social media posts (don’t be quick, take some time to think and distill your thoughts before posting).

It was launched on social media channels including Facebook and YouTube. Shared on the brand’s own online channels with further organic shares by KOLs.

Results

The film was viewed and shared over 12 millions times in just two weeks.

Over 46.6 million impressions, 26.4 million reach, over 800k engagement.

It resonated especially well with an audience in semi-lockdown, when people are inclined to use social media as an emotional outlet.