Issue 22

 

 

Thai creative companies are developing a global reputation for excellence, nowhere is this more so than with the much lauded CJ Worx.

Arriving at the office of CJ WORX you might feel you’ve entered a hip new restaurant bar. But naturally one of Thailand’s most celebrated digital integrated advertising companies would have an office that completely stupefies all who enter, causing instant conversation and dialogue. This is how they reach their clients’ targets so why wouldn’t their working space exude such creativity?

“Creative content that can trigger conversation is our goal. Even if you spend millions to reach people, it doesn’t always result in people visiting your website or buying your product,” says Jinn Powprapai, managing director and partner of CJ WORX.

CJ WORX is at the centre of many of Thailand’s viral campaigns, such as using videos to tell clients’ stories in digital format. WOMON: Word of Mouth Online Network is a network used to spread videos. The group also includes full service media agency Spore, which takes care of search, blogging, banners, and digital PR. International clients include Unilever, Nissan, Samsonite, Coca-Cola, Air Asia and Direct Asia, to name a few.

The company claims it is the most awarded digital agency in Thailand. One of its most successful campaigns was for the women’s lingerie brand, Wacoal. ‘My Beautiful Woman’ featured viral videos of local women telling their stories. The campaign won plaudits at both the Adman awards 2014 and Asia Awards 2014.

“It’s our creative, our strategy and approach,” says company partner Saharath Sawadatikon of the company’s successful formula. “We have this rule. For every campaign we have what we call Optimization: 1, 7 and 30. One day after a campaign launch we monitor the campaign and make any adjustments. After seven days we look into all the data and adjust the campaign again. After 30 days when the campaign is finished we look at what we have to change in the future. Each campaign is dramatically better than the last. That’s how we’ve grown so fast.”

According to Powprapai, online marketing has changed a lot over the past five years, consequently CJ WORX has to constantly evolve itself. “I always tell my staff: Don’t be afraid to try new stuff. Don’t follow your competitor. Be the leader of the industry. Even if you fail you learn from it. There are always new things to try. Since we are creative, that’s what we like and it keeps our fire going.”

Powprapai claims that the number of Thais who access internet via their mobile (44.6 million) is greater than the numbers who access it from a personal computer (30 million). This is a trend he only sees continuing.

“Social and mobile usage is going to grow even more. Mobile commerce will double its digits every year,” he says. “Many foreign companies are seeing the potential for growth and coming to invest in e-commerce here. In Thailand we have a different way of buying things online because only 10% of people use credit cards. Many local businesses sell their products through Line or Instagram. There will be many changes coming soon.”

Words by: Yvonne Liang