Charoen Pokphand Foods

Whetting Appetites with Online Advertising

Charoen Pokphand Foods (CP Foods) wanted to raise awareness of its premium frozen food products and boost brand awareness. CP Foods launched a series of online campaigns, which included targeted banner advertisements on Windows Live™ Hotmail, and the “MSN® Thailand U Contest 2008”. The banner advertisements delivered 47 million impressions and the contest website received 121,448 page views.

Campaign Objectives:
CP Foods wanted to

• Target working professionals and students in Thailand
• Engage with its audience through fun and interactive online campaigns
• Promote CP Foods’ quality products

Campaign Details:
Warming up consumers
Charoen Pokphand Foods PLC (CP Foods) is a premier food company based in Thailand, specializing in gourmet frozen entrees, snacks and appetizers. One of the first food and beverage companies to engage in online advertising, CP Foods is a strong advocate of the benefits achieved through online advertising. CP Foods wanted to connect to working professionals and students in Thailand to introduce its quality frozen products, which are marketed as quick and easy meal for consumers. To reach its audience, CP Foods created a series of engaging online campaigns to attract users and build awareness of the CP Foods brand.

A Comprehensive Campaign
With five million Windows Live™ Messenger users in Thailand, CP Foods was keen to leverage on the popularity of the instant messaging client. A co-branded CP Foods messenger tab was deployed for three months on Windows Live™ Messenger, which promoted both CP Foods and MSN® Thailand. Windows Live Hotmail® has six million users in Thailand and CP Foods used its extensive reach to target consumers using dynamic banners. Blitz campaigns consisting of expandable and interactive CP Foods banner advertisements were run approximately three weeks and linked directly to CP Foods online store for consumers to make online purchases.
To further engage young consumers, CP Foods sponsored “MSN® Thailand U Contest 2008” - a nationwide challenge to third and fourth year university students majoring in marketing, business and communications to design an online marketing campaign. Each participating group had to produce a Personal Expressions pack (consisting of emoticons, winks, customized backgrounds), viral video, and an online game that centered on CP Foods products.







Solution
CP Foods, Microsoft Advertising, and Impaq Interactive created a series of campaigns that involved:

• A co-branded CP Foods Messenger tab on Windows Live™ Messenger with 17,777 click-throughs
• Targeted banners on the MSN® Thailand Homepage and Windows Live Hotmail® that resulted in over 47 million impressions served and 341,109 click-throughs
• University students creating an online marketing campaign for CP Foods in the “MSN® Thailand U Contest 2008”
• 121,448 page views for the contest website with 44 teams from seven universities across Thailand taking part.

Innovative Engagement
The MSN Thailand U Contest 2008 took a new approach to marketing CP Foods by giving students the creative freedom to come up with their own campaigns. Brimming with fresh ideas, participating teams sent in unique submissions demonstrating their creativity and enthusiasm. Through the contest CP Foods engaged directly with young consumers in a fun and highly interactive way.

Boosting Awareness and Sales
Extensive and timely exposure on Windows Live and the MSN network made CP Foods synonymous with fresh and innovative campaigns, creating strong brand and product awareness for the company.