Ogilvy and Halls Bring a Breath of Fresh Air to All Thais with "Breath of Thailand" Campaign

Ogilvy Thailand unveils its latest campaign for Halls, in collaboration with the Tourism Authority of Thailand (TAT), entitled ‘HALLS Breath of Thailand’ which aims to freshen up Thais after being hit by a series of health crises including the Coronavirus pandemic and PM 2.5.

The campaign is centered around a range of Halls products where the pack of each flavor has been redesigned and features a local destination to convey the breath of fresh air that both the inspiring destination and the refreshing flavor would bring. In addition to the new designs, the 360 campaign includes TVC, online videos, social platform & online content, PR, & POSM, as well as a promo activation and the microsite www.hallsbreathofthailand.com dedicated for travel destinations and local businesses with images and information provided by the TAT.

On the campaign microsite, each destination is accompanied by relevant information such as direction, inspiration for things to see and do, as well as a list of local businesses to help Thais easily navigate the landscape and boost tourism. The campaign also leveraged latest marketing tech from geo-location, Spirable’s data-driven creative, and Facebook’s targeting to offer tailored messages and images that would be relevant to various target segments depending on the time & day of the week, their locations, and interests, in addition to their demographics.

Andrew Chu, Executive Creative Director, Ogilvy Thailand says “Several health crises in recent years have uprooted the way Thai people live their lives and undermined their freedom. Under the new tagline of ‘Breathe for it’, Halls aims to bring the breath of fresh air back to Thais, helping them to breathe better and inspiring them to keep breathing for the things that matter to them during this confined and polluted time. We therefore created the ‘Breath of Thailand’ campaign, in partnership with TAT, to innovatively bring fresh air to the viewers’ screens by linking a range of Halls flavors with 100 fascinating sites in Thailand where TAT data revealed the air is at its freshest. We hope that the campaign will inspire Thais to feel recharged and ready to start their new journey which will ultimately help breathe the life back to the local communities they visit.”

Anuraag Agarwal, Marketing Manager – Refreshment, Mondelez International (Thailand) says “Halls wants to encourage Thais to re-explore their country and be refreshed again after being tired by this overdrawn pandemic. We therefore collaborated with the Tourism Authority of Thailand for the first time to create “Breath of Thailand” campaign . This is the first important step of Halls’s move to bring to life its new brand purpose of “Breathe for it” – inspiring Thais to feel invigorated and move on with their lives with a fresher perspective. By featuring all these local destinations, this campaign aims to reignite the passion of every Thai by reminding them that Thailand has so much to breathe for. We really look forward to see Thai people get inspired, breathe in the fresher air, and rise above the challenges together.”