To address this challenge, EVA AIR Thailand partnered with onepoint618, a full-service digital marketing agency. onepoint618 developed a comprehensive strategy that enhanced social media engagement, leveraged influencer partnerships, and prioritized real-time customer service through social media channels.​

• Building the “AliveAholic” Identity:
  • Unbranded Appeal: Onepoint618 strategically chose an unbranded name, “AliveAholic,” to attract a wider audience interested in the music festival and concert scene, not just Singha drinkers. This fostered a sense of community and shared passion, subtly associating Singha with the energetic lifestyle.
  • Targeted Content Creation: Compelling social media content was curated for the “AliveAholic” platform. This included festival and concert news, artist interviews, behind-the-scenes glimpses, and lifestyle tips relevant to the target audience.
  • Engaging Visuals: Eye-catching visuals like high-quality photos, captivating videos, and creative graphics were central to grabbing attention and keeping followers engaged.

• High-Quality Video Production: onepoint618 incorporated professional video production services into the mix. This involved capturing electrifying concert footage, interviewing excited festival attendees, and showcasing the vibrant atmosphere of these events.

• Influencer Marketing:
  • Strategic Partnerships: Onepoint618 identified and collaborated with relevant music and lifestyle influencers who resonated with the “AliveAholic” audience. These influencers participated in creating content, conducting interviews with artists, and promoting the platform to their established follower base.

• Live Activation:
  • Interactive Experiences: onepoint618 facilitated Singha’s presence at key music festivals and concerts. They created interactive experiences for attendees, such as live music sessions, photo booths, and branded merchandise giveaways, further solidifying the association between Singha and the “AliveAholic” lifestyle.