Free Fire
SPLASH THE HUGE FUN
" Songkran Festival? No... This is War. "
We transformed an in-game seasonal event into a cinematic commercial that captured a true Thai insight, creating a campaign that bridged the real and virtual worlds.
CHALLENGE
When everyone is outside celebrating the water festival, how do you get them to come back inside and play your in-game event? Our mission was to create a campaign powerful enough to pull players' attention back to their screens.
SOLUTION
We tapped into a powerful Thai insight "When Songkran arrives, it's not a festival.. it's war!" We amplified this truth under the concept of "making something playful feel epic," creating a commercial film that portrayed preparing for a water fight with the over-the-top seriousness of a battle, all delivered with a comedic "trying to be cool, but failing" theme.
Our key strategy was to elevate the hype by uniting dozens of top influencers in a single story, a move that not only created a star-studded commercial but also sparked a wave of powerful, organic, spin-off content as each influencer promoted the campaign on their own channels.
To sustain the campaign's momentum, we strategically released supporting content, including a dedicated Music Video and a Behind-the-Scenes film, designed to engage the audience on multiple levels.
RESULTS
5.7M+
Total Views On Youtube
Massive UGC
from the #สงกรานต์ฟีฟายChallenge
3.5M+
Likes on Top TikTok Videos
Award Finalist
at YouTube Works SEA 2023 & TikTok Ad Awards Thailand 2024