Garmin Thailand encourages users to pursue goals with 'zero to hero' campaign

Garmin Thailand has launched its "From Zero To Hero" campaign to awaken the ambitious spirit in Thais to pursue final goals before leaving the year 2021 behind. The campaign features a short film and a social media space for the "Hero Story". The film will feature rockstar, Boy Lomosonic, content creator Noom Runner's Journey, Thai female runner Ae Phitchanan and LGBTQ+ launderer turned runner, Jeh Mook the Launderer.  

The film showcases different real-life stories from the four characters who run to overcome their life crisis. This includes living up to society's expectations, looking after loved ones, stepping out of a comfort zone and prevailing over mockery. By turning to the running field, Garmin Thailand said these four individuals were able to discover their power from within, which led the way towards their goal. By illustrating the difficult days the four individuals had, Garmin Thailand aims to inspire empathy for viewers with similar issues through the short film. 

"Gamin believes people need some inspiration to lean on during disheartening moments," said director of Garmin Thailand, Sky Chen. In fact, Garmin Thailand brought these diverse heroes to inspire strength in everyone to pursue their goals, added Chen.

According to Chen, the short film will illustrate the individuals' struggling journeys, from the starting point that were accompanied with obstacles to the turning points where running improved their lives towards success. The film then ends with four of the individuals acquiring a better version of themselves. "We hope to take away despair and bring the spirit back to Thai people so that we all have the power to recenter and start things over again," explained Chen. 

Additionally, Garmin Thailand has introduced an online activity called "Hero Story" that invites the public to empower society by sharing impactful stories on the company's Facebook page. MARKETING-INTERACTIVE has reached out to Garmin Thailand for additional information regarding the campaign. 

Separately, Garmin partnered with Ugly Duckling Projects, a content production company based in Singapore to produce bespoke content last year. According to a statement given to MARKETING-INTERACTIVE, this partnership comes as brands in Asia increasingly face the conflicting challenge of producing content with speed and efficiency while looking to access the right expertise to help deliver scale and quality.

Ugly Duckling Projects, apart from providing full-scale creative and production services, also provides consulting expertise and advice for marketers, helping to navigate their content production needs internally and externally, for greater agility and efficiency.  Services provided include building hybrid creative and production capabilities, production consultancy, creative and strategy consultancy, remote production and training programmes to upskill internal marketing teams.

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