BBDO Bangkok and JD Central take on the unwanted gift problem around Valentine’s Day

Thai ecommerce brand JD Central ran a campaign for Valentine’s Day, making sure men got the right gifts for their partners.

‘Targeted Gift’ created by JD Central with BBDO Bangkok was built around the insight that women often do not tell their significant others exactly what they want as a present, often resulting in a disappointing gift.

The campaign involved getting women to pick exactly what they wanted from the JD Central catalogue, and then, via a chatbot, create a tailored ad for their boyfriends. These ads were then served to the boyfriends on Facebook, along with a click-to-buy option. The campaign was open to registered members of the JD Central site.

According to a release from BBDO, the campaign resulted in a 17% uptick in sales and a 314% leap in online engagement. Commenting on the campaign JD Central CMO Rvisra Chirathivat said: “This campaign shows how we take online shopping to the next level. And this is a Valentine’s gift for our customers.”

BBDO Bangkok chief creative officer Anuwat Nitipanont said: “As marketers, we know that Valentine’s month is one of the most profitable months in the year; it acts as a gifting season for couples.

“However, once we uncovered the insight – that boyfriends struggle with finding the right present due to lack of transparency from their girlfriends – we knew we had to find a way to solve this problem once and for all.

“Our solution was simple, but effective. By using a Facebook algorithm, we helped girlfriends push the right present into the hands of boyfriends through automated ads.”


Creative chairman: Suthisak Sucharittanonta

Chief creative officer: Anuwat Nitipanont

Deputy executive creative director: Pitha Udomkanjananan

Creative group head: Thiti Boonkerd

Art director: Nuttawee Pisanprechatam

Group account director: Jutatat Pattanodom

Account director: Napat Wuttijariyakul

Film production: Klack Film


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