THURSDAY, March 28, 2024
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Ninja Van Clinches Gold and Silver Trophies at the "Marketing Excellence Awards 2022"

Ninja Van Clinches Gold and Silver Trophies at the "Marketing Excellence Awards 2022"

Ninja Van Thailand, Southeast Asia's leading logistics provider, has been awarded gold for Excellence in Media Strategy and silver for Marketing Team of the Year for its "Rubber Ring Man" advertising campaign.

The campaign is to highlight Ninja Van Thailand's brand attributes and reinforce its commitment to hassle-free deliveries.

The "Marketing Excellence Awards 2022' or MEA is organized by MARKETING-INTERACTIVE, a leading online magazine in Asia with focus on advertising and marketing. Based in Singapore, the magazine is accessible to high level marketing executives not only in Singapore but also in Hong Kong, Malaysia, the Philippines, Indonesia and Thailand. 

This is the first year that Thailand is hosting the annual marketing award designed to reward and celebrate outstanding work from across the marketing communications spectrum.

Pierce Ng, Chief Operating Officer of Ninja Van Thailand, said, "Winning the coveted awards at the prestigious "Marketing Excellence Awards" is a great achievement for Ninja Van Thailand's marketing team. The accolades reinforce the team's success in raising the significant brand awareness of Ninja Van and maintaining top-of-mind status amongst consumers. 

In the commercial, customers' pain points are portrayed and rectified to demonstrate that Ninja Van is ready to assist our customers in solving their logistical challenges."

Ninja Van Thailand, operating in Thailand since 2016 with a focus on B2B, has attempted to shift its focus to diversify its sources of revenue. The company found that its brand was not top in the mind of target customers because it lacked visibility to the public, partly because its fleet was unbranded. They decided to design a campaign that let the public know about their goal of creating “Hassle Free Deliveries” for customers.
 
The company selected a TV personality and host as its brand presenter, Woody Milintachinda, to convey the messages.

They also surveyed parcel delivery services' customers and identified key factors which later became the 4 RTBs (reasons to buy) that would serve as the brand's main USPs (unique selling points) for the brand campaign. 

They came up with the Rubber Ring campaign. The use of Rubber Rings is a play on words in the Thai language. The word “ring” or “loop” in Thai is “Huang” which meant “worry.” 

The same word is used to describe inflatable swimming tubes. Therefore, they decided to use rubber “rings” or inflatable swimming tubes to represent the “worries” or concerns that a shipper had when they shipped a parcel. 

In its commercial ads, collateral, and supporting content, rubber ring imagery is prominently featured with each “ring” or “worry” representing a real concern that a shipper experiences. 

All of its content shows how Ninja Van can alleviate a shipper’s worries with various service guarantees or commitments. By using Ninja Van services, the customers can remove the rubber “rings”, weighing down on them, essentially removing their worries and making their experience with Ninja Van hassle-free.

The Rubber Ring campaign was used to introduce its Brand Presenter. Once this portion of the campaign ends, they plan to continue with the second portion of the campaign which would talk about its Customer Service commitments and how they help resolve issues that may arise when a customer ships items. 

"The reason they decided to highlight how they resolved issues is because of the nature of the logistics business. Due to such high volume, there will always be a small percentage that faces some issues," according to the company.
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