Thailand beer brand Chang has appointed GOVT Singapore to take on creative duties for its Chang Sensory Trails global activation campaign for a period of one year.
The appointment is separate from its current arrangement with incumbent iris Singapore, which will continue to undertake other creative duties. This will be the second installation of Chang Sensory Trails, which aims to drive awareness, engagement and trial of Thailand’s leading beer brand on a global level, whilst leveraging off the Chang global proposition of “Taste The Unexpected”.
The first Sensory Trail will kick off in London on 29 April 2017, at Old Spitalfields Market and will move on to other markets such as London, San Francisco, and Singapore.
To bring this to life, chef Duangporn “Bo” Songvisava and chef Dylan Jones of Bo.Lan, one of Thailand’s premier restaurants, will curate a selection of dishes based on their own personal memories and showcase them to a global audience.
“2016 was a memorable year for Chang and we want to get bigger and better in 2017. It’s a big challenge but GOVT has demonstrated sound thinking, enthusiasm and a great partnership spirit. We’re confident that the 2017 Chang Sensory Trail will hit new heights,” Ronnie Teo, global head of marketing Chang Beer, said.
“We’re excited to partner Chang and make the latest chapter of Chang Sensory Trails happen. Chang has shown great ambition in wanting to grow the presence and success of their brand — from being one of Thailand’s most loved beer to one of the world’s iconic brands. We hope to be able to help them achieve this ambition with the expanded footprint of this year’s Sensory Trails,” Leon Lai, managing director of GOVT Singapore, said.
“iris remains the global lead creative agency for Chang beer, with our Thailand, Singapore and Sydney offices working very closely with the Chang Beer team. Chang Beer has always used local agencies for one-off activations. GOVT will be their local partner for the next phase of the Chang Sensory Trails activation,” managing director of iris Singapore, Sorcha John, said.