Campaign challenge and objective: 

Back in August 2021, when the COVID-19 situation in Thailand was at its peak, the public and private sectors joined forces to provide tactical support to volunteer medical staff, offering supplies including mobile beds and field hospitals. However, there was no logistics support. Mitsubishi Motors (Thailand) spotted this gap and wanted to support society by contributing what it knows best—mobility.

Taking the initiative immediately, it launched the Mitsubishi Ruam-Duay-Chuay-Thai Campaign, transforming Mitsubishi Triton vehicles to suit the conditions as medical-grade transportation to take infected patients from their homes to receive treatment.

The media objective was raising awareness—and wide-spread use—of this new social contribution.

Insight and strategy:

From data, we knew that the most popular channels for obtaining up-to-date information and support around the COVID-19 situation were TV, online and social media, where both consumers (B2C) and volunteers and government parties (B2B) searched for help.

Our strategies were to find like-minded media partners to spread the news. For maximum impact, these included the Facebook fan pages of Mitsubishi Motors (Thailand)’s owned and authorized dealers.

Implementation:

We partnered with the most influential morning news program, Rueng Lao Chao Nee, under their project to help COVID-19 patients and three online influencer pages, E-Jan, Sendaai and Rao Tong Rod, to drive mass awareness and coordinate for the service. Social media content was also posted on Mitsubishi Motors (Thailand)’s Facebook fan page and those of authorized dealers.

Impact:

2 million+ reach (offline and online)
1 million baht+ PR value from 16 publishers

Numerous COVID-19 patients were transported daily to receive medical care, helping to prevent their condition from worsening.