HANN2 Campaign - Promote Energy Saving Through Music | Clapboard Ad Archive

HANN2

Description

Launched in Thailand in March 2020, the HANN2 campaign by the Ministry of Energy Thailand, developed alongside the ad agency Workkit, focuses on promoting energy efficiency among young people by encouraging the switch to LED lightbulbs and highlighting electric appliances bearing the No.5 Energy Label. This digital campaign in the Industrial and Public Interest sectors leverages the influence of KENG—a renowned songwriter, producer, singer, and social influencer—to create a compelling multi-faceted approach. KENG not only wrote and produced an original song called "Only If I Knew" but also collaborated with a duet partner and took charge of producing the campaign’s music video, which vividly communicates the message of energy conservation and smarter usage habits. The campaign’s core idea centers around demonstrating practical ways to reduce energy consumption effectively, framing it as a personal and collective responsibility with the tagline “change for better.” Beyond spreading awareness, the campaign also supports the marketplace by boosting the visibility and adoption of new Power Saving Electric Appliances across modern trade channels, helping consumers make informed eco-friendly choices. The song created for this initiative remains a popular track among audiences, underlining the successful fusion of entertainment and social messaging that continues to resonate. By integrating a culturally relevant influencer and combining art with advocacy, the HANN2 campaign crafts an engaging narrative that not only raises consciousness about energy reduction but also drives tangible behavioral shifts toward sustainability in everyday life.

Credits

Client

The Ministry of Energy Thailand

Agency

Workkit, WORKKIT, Bangkok, Thailand

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Campaign Proposition

The HANN2 campaign by The Ministry of Energy Thailand aims to promote energy efficiency by encouraging young consumers to switch to LED light bulbs and purchase appliances featuring the No.5 Electric Label, which signifies superior power saving. The campaign’s core value proposition centers on raising awareness about practical, everyday actions that lead to significant energy reduction, positioning energy-efficient choices as accessible and impactful for younger demographics. To achieve this, the campaign leverages a culturally relevant and emotionally engaging approach by collaborating with KENG, a well-known songwriter, producer, singer, and influencer, to create an original song and music video titled “Only if I knew.” This creative angle taps into the power of music and influencer credibility to communicate the message of change and responsibility in energy consumption. By embedding the energy-saving message within popular music content, the campaign seeks to make the concept of efficient energy use resonate on a personal level, generating both awareness and behavioral motivation. Strategically, HANN2 targets young people, a demographic less traditionally engaged by government energy initiatives, using a digital and entertainment-driven format that aligns with their media consumption habits. The campaign also integrates product promotion by highlighting energy-efficient appliances available in modern retail channels, thus linking awareness with actionable consumer choices. The use of an energetic artist and a compelling narrative about regret and opportunity (“If only I knew”) provides emotional resonance to reinforce the benefits of energy conservation. Overall, the campaign represents a holistic market strategy combining cultural relevance, influencer engagement, and product endorsement to drive sustainable energy-saving behaviors in Thailand’s younger population.

Creative Device

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign prominently features KENG, a well-known singer, producer, and influencer, as the energetic face producing and starring in the music video. The campaign hinges on his celebrity appeal to engage young audiences and promote energy-efficient products. Rather than focusing on a problem–solution narrative or demonstration, the creative relies on the star’s personality, performance, and music to drive recall and persuasion. The metadata and creative cues emphasize the influencer-led nature and lasting popularity of the song, indicating the format is built around celebrity presence rather than story arc or product demonstration. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

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