Want to see the power of local knowledge in action? Here is a campaign by Grey Thailand that took a punt on tradition, and gave the rewards to Bar BQ Plaza.
Bar BQ Plaza, a popular barbeque restaurant chain in Thailand with 37 years of history, faced a challenge in the market. It was losing loyal customers to barbecue competitors. It needed to bring back loyal customers who had not visited in a while. At the heart of. The Bar BQ Plaza experience is its fish-based mascot, Kama-Chan, a smiley-face served served with every meal. It plays into the tradition of cuteness that permeates Asian culture.
Bar BQ Plaza decided to express its dismay at losing its customers. It turned the signature smiley mascot into Sad Kama-Chan, a funny yet lovable version with a (sad) frown, featured in a special promotional meal set for a limited time.
This small change made a big impact. The sight of Sad Kama-Chan caught people’s attention immediately. Diners started sharing photos on social media, spreading the campaign far beyond what traditional advertising could achieve.
Sad Kama-Chan quickly went viral. People flocked to Bar BQ Plaza to see the sad fish ball for themselves, sparking over 200,000 online mentions in just one night. A movement began, with fans calling to “bring back Kama-Chan’s smile.” Bar BQ Plaza responded by promising to restore Kama-Chan’s smile once sales targets were met, motivating even more customers to visit.
This promise captured the hearts of Bar BQ Plaza customers, who were happy to “recruited” to the cause.
The idea boosted sales and rekindled the emotional connection between customers and the brand.
Credits:
Agency: Grey Thailand
Chairwoman: Kanaporn Hutcheson
Chief Creative Officer: Sompat Trisadikun
Chief Executive Cfficer: Kanokkorn Seehapan
Executive Creative Director: Jiradej Penglengpol
Creative Group Head: Sirikorn Rungrueangdechaphat
Senior Art Director: Atthapong Rakkhatham
Copywriter: Jirachaya Rengmukda
Account Director: Vorawan Kaewket
Senior Account Manager: Thanit Wongsudta
Deputy Chief Strategy Officer: Navinda Kittisubkul
Strategic Planner: Jidapa Tansutat
Agency Producer: Ruangkanjana Aiamrit
Project Managera: Kamonluck Mungwattana & Krittika Jindasiri
Editor: Ronnakorn Phantawongsupakorn
Global Agency Team:
Global Chief Creative Officer :Gabriel Schmitt
Global Creative Partner: Diego Medvedocky
Global Craft Partner :Costanza Rossi
Global Creative Production Partner – Emiliano Alvarenga
APAC Regional PR, Chief Communications Officer – Huma Qureshi
Client: Food Passion [Bar BQ Plaza]
Chief Marketing Officer: Rath Takulthai
Head of Digital Marketing & CRM: Narongwit Pantharaksakul
Digital Marketing Manager: Krongkwan Singto
Assistant Digital Marketing Manager: Threeranat Pimpa
Senior Marketing Communications Manager: Usa Sae-Jiw
Senior Specialist of Marketing Communications – Creative: Minyada Nanwong
CRM Manager: Pornpatcharanun Pratummalummal
