Lowe’s Open wins Unilever activation business for Thailand’s Got Talent

This follows a hotly contested pitch involving other Unilever-aligned agencies as well as local event companies.

Thailand’s Got Talent is Unilever’s first foray into advertiser-funded programming in that market, with adspend of around US$6.7 million. In China, the format was produced by rival fmcg giant P&G on a budget estimated at US$3.3 million.

Thailand is the latest market to produce FremantleMedia/SYCO TV’s ‘Got Talent’ format, following its phenomenal success around the world. Thailand will be the fifth country in Asia to broadcast the format when the show goes to air on 6 March 2011.

Asked whether the activation spend would come from Unilever’s advertising, media or promotional budgets, Lowe + Partners Thailand CEO Tony Prehn said he was unable to speak on his client’s behalf but that it was probably a combination of all three. “Branded content is uncharted territory for many marketers, so doesn’t fall within traditional budget boundaries. And Open is in a unique space, as the only agency in Thailand offering focussed, dedicated retail activation.”

Unilever Thailand’s media planning and buying is handled by Mindshare.

The format, on a mission to find the best undiscovered talent in Thailand, is already broadcast in over 43 countries, is the number 1 TV series on the US network NBC and rated as the most popular talent show format in the UK in the last decade.

To leverage the brand values of Sunsilk and Rexona, Open has developed an integrated and activation campaign, which will include events, on line and in store activity - and in an innovative move, backstage activity at the series filming.

Nervous Thailand’s Got Talent contestants can have a fun Rexona brand experience in a ‘sweat chamber’ pod created by Open, ensuring their best appearance for the Judges.

The Open Bangkok team also plans to create fresh brand experiences for Sunsilk and Rexona, linked to the series via, digital engagement via Facebook and Twitter and in-store and consumer promotions aimed at both the consumer and trade audiences.

Prehn said they are absolutely delighted that Open has been appointed as Unilever’s activation partner on Thailand’s Got Talent. “This campaign will have significant impact in the market and we look forward to doing all we can to build this into a major success for Unilever Thailand and the Sunsilk and Rexona brands.”

Added Chaowapark Srikasem, general manager, Open Bangkok, said that this great project enables them to further establish Open as innovators creating tailored solutions for Unilever that are fresh, highly engaging and fun. “We are thrilled and excited to be working again with Unilever, alongside one of the world’s most successful TV franchises – the fit between the two is perfect and we hope to do that synergy justice in the coming months.” 

Lowe launched its Open division in September 2010.