To refresh the appeal of Microsoft’s Imagine Cup after 13 years, H+K Strategies Thailand designed a creative three-chapter campaign to engage the youths through digital channels and increase awareness on the national impact Imagine Cup has on Thailand. Themed ‘Dare to Imagine for Thailand’.
H+K kicked off the first chapter at the announcement of the Imagine Cup finalist teams. The announcement also marked the launch of the social media campaign #daretoimagineTH, conceptualized to engage Thai youths in a competition to submit their most creative idea of an app that will contribute towards the development of Thailand.
For the second chapter, H+K engaged key influencers such as Cee Chatpawee (Princess of IT) and Nui Pongsuk, Imagine Cup finalist teams and their universities, industry figures including the MD of Microsoft Thailand, rising startup stars and Imagine Cup alumni, partners and NGOs such as USAID, and the public sector such as ETDA. #daretoimagineTH ideas contributed by the influencers extended the reach of the campaign that eventually saw over 40 ideas submitted through popular social media platforms such as Twitter and Facebook.
In the final chapter, H+K supported the winners’ announcement of Imagine Cup – a ceremony graced by the Deputy Prime Minister of Thailand and was attended by journalists from leading Thai media outlets. As the month-long campaign wrapped up, Imagine Cup Thailand generated over 2.9 million social media impressions, more than 60 articles in print, online and broadcast, and exceeding 39 million baht in PR value.
In 2016, H+K has supported the announcement of the first-ever innovation partnership between Microsoft Thailand and Chulalongkorn university -“Partnership for Innovation: Imagine Today, Build Tomorrow” through Chula Engineering Innovation Hub. Within a month, the event generated 51 pieces of print and online coverage, exceeding 10 million baht in PR value.
Authored by: Yupapone Vorapongsukonth