Thailand is one of the only nations among the ASEAN that lost its culture of putting on traditional costume in daily life. To the young generation wearing Thai costume sounds weird and silly.
The problem came to Burger King on April 4th when a picture was posted online of a mother and daughter – wearing Thai costume, sitting in a western restaurant – Burger King. The picture became viral across Thai social networks overnight with more than 3,000 negative comments, and with the appearance of the Burger King logo.
Our challenge is to defend our customers and to change the negative mood to make people "feel good".
Ideas and execution
Within 12 hours, Burger King immediately launched a campaign to celebrate the sense of Thainess by encouraging Thais to re-celebrate their culture over the imminent Songkran Festival (the Thai New Year) on April 13.