| Title | COCA Suki - The Bonding Pot |
| Agency | BBDO Bangkok |
| Campaign | COCA Suki - The Bonding Pot |
| Advertiser | COCA Suki |
| Brand | COCA SUKI |
| Date of First Broadcast/Publication | 2012 / 11 |
| Business Sector | Restaurants & Fast Food |
| Tagline | COCA SUKI: The Bonding Pot |
| Story | The World’s First Mobile-phone-activated Pot. Thai culture is a collectivist culture. We like to do things in big groups and eat our meals “family-style,” sharing dishes amongst ourselves. This is why Thais have grown up familiar with sukiyaki. But nowadays the bondings of this “family-style” dining are being diluted, people’s behaviors at meal times have changed. They eat together less than they used to, and when they do, meal time is spent with their mobile phones. They share, chat, play game and update news with online friends instead of the persons that are sitting in front of them. Coca Suki is noted as a unique Sukiyaki restaurant for group dining, serving not only delicious food but also warm happiness. Coca was aware of the changing behavior among its diners and wanted to keep every meal meaningful by finding a way to bring everyone back together at the table. So BBDO Proximity Thailand decided to turn this change to a big chance with a very new way to engage and touch their targets’ heart. We came up with “The Bonding Pot”, an invention that gets Coca Suki’s customers out of their online world. Bringing them back to the meal and most importantly to the people they’re sharing it with.This pot will be activated and ready to cook only when all members of the meal agree to insert their mobile phones into the activation slot. While the pot is activated and cooking, if they take any mobile phone out, the pot will stop cooking. With no mobile phones in their hands, customers return to the meal and to the people that make each meal valuable. Diners indulged more fully in the meal and embrace the sharing and connection of the sukiyaki experience. |
| Media Type | Case Study |
| Length | |
| Chief Creative Officer | Suthisak Sucharittanonta |
| Executive Creative Director | Suthisak Sucharittanonta |
| Creative Director | Anuwat Nitipanont |
| Art Director | Anuwat Nitipanont |
| Art Director | Kantapon Metheekul |
| Copywriter | Piyakan Sirichankachorn |
| Group Account Director | Thitinut Hirunprueck |
| Account Manager | Tanyawan Wongapichart |
| Account Executive | Suban Maneemool |
| Producer | Benjawan Sengtee |
| Producer | Sukontha Jantawong |