- Case Studies
- 5
- SIMPLY ASIA – Win a Trip to Thailand
SIMPLY ASIA – WIN A TRIP TO THAILAND
Simply Asia operated in a highly competitive fast-casual dining market. While the brand enjoyed strong customer loyalty, the primary challenge was: “How did we get customers and potential customers to purchase Simply Asia?”
The Songkran (Win a trip to Thailand) campaign ran over three months and celebrated the vibrancy of Thai New Year while driving engagement and in-store foot traffic. In the final month, Fishgate took over the campaign to refine the creative, ensure consistency across channels and introduce fresh, compelling content to sustain momentum. A key addition was the “Knock Knock” video, which delivered impressive results on a very limited budget and demonstrated the effectiveness of strong creative storytelling.
Objectives
- Drive increased restaurant visits and immediate sales
- Reinforce Simply Asia’s authentic Thai brand positioning
- Sustain campaign momentum while maximising audience participation
- Strengthen brand engagement and competition participation
This campaign served as Simply Asia’s annual flagship promotion, designed to create excitement, drive short-term revenue and build long-term brand affinity.
Strategy
Research and consumer behaviour insights indicated that Simply Asia represented more than food – it was an experience rooted in Thai culture and lifestyle.
Strategic pillars included:
- Aspiration: Thailand was positioned as a dream destination that strongly resonated with consumers
- Relevance: The prize aligned seamlessly with Simply Asia’s brand DNA
- Urgency: The mechanic encouraged immediate purchase and participation
The insight was clear: an aspirational, experience-led prize outperformed traditional discount-driven campaigns.
Execution & Creative Approach
- Reviewed and refined existing creative to ensure a cohesive look and feel across all platforms
- Introduced high-performing video content, including the “Knock Knock” video concept
- Developed and executed a comprehensive, cross-platform content plan, including:
- Static Image Posts and Carousel Posts
- Generic Food Posts
- Video Posts and App Promo Videos (iOS and Playstore)
- TikTok Videos, X Posts, Display Ads
- Google PMax Ads, App Ads, Search Ads
- YouTube Full-Length Video and YouTube Ad
- Supplied tailored ad copy for Google Ads and social platforms
- Worked closely with internal stakeholders and the client to align on video concepts and campaign messaging
Target Audience
- Existing Simply Asia customers and brand loyalists
- Competitor audiences and Thai cuisine enthusiasts
- Digitally active consumers across TikTok, X, Instagram, YouTube and Google platforms
Outcomes
- The refined creative approach resulted in a noticeable uplift in engagement across social platforms
- The “Knock Knock” video delivered strong reach and engagement relative to budget, demonstrating high creative efficiency
- TikTok received great traction – a R 3,500 ad budget resulted in 1,101,171 impressions and a CTR of 0.21%
- The post was boosted on Facebook – a R 3,000 budget resulted in 225,368 impressions and a CTR of 4.70%
- Improved campaign consistency strengthened brand presence across all touchpoints
- Increased competition participation and foot traffic contributed to measurable short-term sales impact
Conclusion
The Simply Asia Summer of Stars campaign showcases our agency’s ability to deliver a fully integrated, large-scale promotional campaign from concept through to execution. By combining strategic thinking, original content production, comprehensive media rollout and franchise network alignment, we have created a cohesive campaign platform that drives engagement, supports business objectives and can evolve over time. This project reflects our strength as a full-service agency capable of managing complexity, scale and consistency across multiple channels and stakeholders.