Simply Asia launches "Think Thai For A Change" campaign across traditional and online media

South Africa's biggest Thai restaurant chain, Simply Asia (@simplyasia), launched a compelling new marketing drive in April and May entitled "Think Thai For A Change". The campaign was conceptualised by Simply Asia's partner agencies, World Wide Creative (digital) and Bittersuite (TTL).
The hashtags #thinkthai and #simplyasia rang out in South Africa's Twitter community on the last Friday of April as Simply Asia's activation team delivered packages to online personalities across the country.

Each package consisted of a pizza box, but instead of the expected pizza the box contained a sumptuous Thai meal lovingly prepared by the authentic Thai chefs of Simply Asia. Targeted ambassadors included Dan Nash of entertainment blog Bangers and Nash; popular Twitter personality Mike Sharman; digital strategist and former FHM model Robyn Hobson - and popular 2OceansVibe deejay and comedian, Angel Blythe Campey, who, upon receiving the package, tweeted, "Honestly one of the best campaign launches I've seen. Nice one #SimplyAsia!"

The drops were coordinated across Cape Town and Johannesburg, with a distinctive Thai flavour added to each delivery. Sharman was treated to a Thai head massage by a real Thai masseuse; whilst the other ambassadors were each surprised by a Simply Asia representative dressed in authentic Thai regalia who handed out gifts. Each hamper was uniquely personalised to the recipient.

Win a trip to Thailand

The 'Think Thai For A Change' campaign also gives customers a chance to win delectable prizes, including a trip for two to Thailand, six Thai banquets and 100 meal vouchers. All you have to do is think Thai, go to a Simply Asia outlet nearby (store locator here) and fill in a competition entry form.

The campaign coincides with the relaunch of Simply Asia's website, a responsive design created by digital marketing agency World Wide Creative, and Simply Asia's nationwide marketing campaign to challenge the 'fast food generation' to #thinkthai, a tastier and healthier alternative to pizzas and burgers. The launch of 'Think Thai For A Change' is aimed at growing Simply Asia's community, and combines traditional and online media to build awareness about Thai food, and in particular, Simply Asia's fast growing presence across South Africa.

The online strategy and marketing campaign is a combined effort between World Wide Creative and specialist marketing agency, Bittersuite.

21 May 2012 13:34


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