Challenge

Thailand has its own New Year called Songkran, the nationwide water splashing festival and Thailand’s longest holiday break. But for the first time in its history, the Songkran festival was left dry due to the pandemic. TikTok, as an entertainment platform and challenger brand, wanted to take advantage of this huge opportunity to become the number one entertainment application in Thailand.

Idea

TikTok launched the cancelled Songkran festival in the digital world, innovating its unique “Duet and Stitch” feature, releasing its first interactive film and bringing to life its rituals. Any user nationwide would be able to co-star with Thailand’s superstar actor Mario Maurer, virtually inserting themselves into the storyline and scenes of getting splashed, patting powder, exchanging dialogue or interacting however they like with Thailand’s favorite actor for the biggest ever Songkran festival on TikTok.

Growth

With the Songkran festival activation, TikTok rose to the number one entertainment app in Thailand and established a new form of entertainment called the “TikTok Interactive Series” – generating such positive feedback that two more interactive series’ are planned.

Wunderman Thompson Thailand WORK Tiktok Songkran Stranger

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Awards

2022 Spike Asia

Film - Interactive Film


Silver

2022 The Drum

Music & Entertainment


Best High Impact Campaign & Best of Show