THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

777 source-led reads, 12 per page. These numbered pages work without JavaScript. Search every study and lesson →

637
Sportswear / 2018DEEPER STUDY · 4 MIN READ

Reactland

Nike

A physical product trial becomes a personalised game and shareable memory.

Editorial framing: Trying on running shoes is a practical retail activity that can struggle to communicate a new cushioning idea memorably. Let the activity illuminate the product rather than compete with it.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Experiential retail
638
Retail / 2009DEEPER STUDY · 4 MIN READ

Singles Day: the original 11.11 shopping event

Alibaba / Tmall

A shared calendar occasion coordinates merchants, customer anticipation and platform activity.

Editorial framing: A retailer can compete for attention within an existing shopping season or help create a new commercial occasion. The event promise depends on delivery and service capacity.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Calendar
639
Technology / payments / 2014DEEPER STUDY · 4 MIN READ

Red Packets: the 2014 launch

Tencent Weixin / WeChat

A familiar gifting ritual makes a digital payment capability understandable and socially distributable.

Editorial framing: Adopting a payment feature can feel like an administrative task until it is connected to something people already want to do together. Connect new functionality to a behaviour people already understand.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Ritual
640
Public service / 2022DEEPER STUDY · 4 MIN READ

Knock Knock

Korean National Police Agency

Communication and responder training make a constrained-access reporting route visible.

Editorial framing: A service can exist yet remain difficult to use when its assumed interaction is impossible. Identify what a user may be unable to do.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Accessibility
641
Energy / 2012DEEPER STUDY · 4 MIN READ

Here Balloon

S-Oil

A changing physical signal makes parking availability visible above surrounding cars.

Editorial framing: Drivers searching a crowded car park face an information problem: an empty space can be hidden behind rows of vehicles. Match the signal’s location to the user’s decision.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Utility
642
Retail / 2013DEEPER STUDY · 4 MIN READ

Flying Store

Emart

A floating store-shaped connection turns physical attention into access to mobile shopping.

Editorial framing: A store’s physical location limits who can conveniently visit, but a mobile shopping service can travel with the customer. Give attention a relevant next action.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Physical-digital
643
Financial services / 2011DEEPER STUDY · 4 MIN READ

Dream Rangers

TC Bank / Ta Chong Bank

Older customers become active protagonists in a story of shared aspiration.

Editorial framing: Financial advertising often begins with a product or a future risk. Avoid reducing older people to vulnerability alone.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Age representation
644
Energy / 2007DEEPER STUDY · 4 MIN READ

Tan Hong Ming in Love

PETRONAS

A small conversational encounter makes an abstract message of social connection recognisable.

Editorial framing: A large statement about national harmony can become more approachable through a small human exchange. Use a specific relationship rather than a generic declaration.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Social values
645
Insurance / 2011DEEPER STUDY · 4 MIN READ

Silence of Love

Thai Life Insurance

A family narrative reframes perceived limitation through recognition of care.

Editorial framing: Insurance communication can focus on fear of loss or on the relationships that make protection meaningful. Emotion should not replace informed product judgment.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Family
646
Insurance / Date not verifiedDEEPER STUDY · 4 MIN READ

Probability: Tyre, Twister and Robbery

Bangkok Insurance

Impossible reversals of damage make reliance on luck look absurd.

Editorial framing: Insurance exists because a damaging event rarely reverses itself. A clear causal sequence can replace lengthy explanation.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Humour
647
Tourism / 2014DEEPER STUDY · 4 MIN READ

I Hate Thailand

Tourism Authority of Thailand

A negative opening resolves through hospitality, while delayed sponsor disclosure creates a trust issue.

Editorial framing: A tourism advertisement normally opens with reasons to admire a destination. A narrative twist does not require hiding sponsorship.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Transparency
648
Beverages / nonprofit / 2011DEEPER STUDY · 4 MIN READ

Liter of Light: Give the Gift of Light

Pepsi Philippines / MyShelter Foundation

A tangible daylight project gives seasonal fundraising a clear object and contribution route.

Editorial framing: A brand partnership can contribute more than a logo when it helps an existing community initiative reach people able to support it. Distinguish amplification from invention.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Partnership
Return to the learning library →