Think Thailand Next Level

The challenge: from curiosity to category

Think Thailand: Next Level is DITP's global brand platform — Thailand's Department of International Trade Promotion. In Argentina, Bolivia, Paraguay and Uruguay the problem wasn't supply: it was perception. Thai products arrived in small volumes, handled by importers who treated them as a shelf curiosity rather than a category with its own identity. The campaign had to change that reading before selling a single unit, in a market where Buenos Aires' Chinatown concentrates Asian supply but no manufacturer communicates at brand level.

The starting point was the corridor: a few kilometres running from the LED screen at Cabildo and Mendoza to the Juramento and José Hernández stations on Line D. That's where the importers, the restaurants and the audience are. The campaign was designed to own that whole corridor instead of scattering loose formats across the city.

How the campaign was built, channel by channel

Out-of-home. We produced all three pieces and bought the spaces: a 35 m² LED screen at Cabildo and Mendoza with an 18-second loop for 30 days, from 6am to midnight; two subway tympanums on Line D, José Hernández (92 m²) and Juramento (84 m²), with 6-second spots; and a full bus wrap on Line 29. The Line 29 wrap delivered 8,404,502 impacts on 814,118 unique people over 38 days.

Digital press. An Infobae In House article on 19 June 2026 and an advertorial in Caras and Noticias (Grupo Perfil), amplified on LinkedIn, X and Instagram Stories. The four placements delivered 2,487,737 page views.

Creators. Two partnerships with their own communities: Dana Buttigliero (Sabores del Conurbano, 3.96M combined followers) and Male Barrera (Barrio Chino BA, 168K), with four reels and six stories that reached 289K views. On top of that, we covered the visit of Thailand's Ambassador, H.E. Krit Tankanarat, to the Juramento installation on 9 June 2026, with filming, drone and an on-camera interview.

Paid media. Google Ads Display keyword targeting across the four countries for 30 days: 697K impressions, 1,012 clicks and 93% of impressions on mobile.

How out-of-home campaigns are measured

Each channel was measured with its own model. Out-of-home uses the media owner's audience study, prorated by the days actually displayed: that's where impacts and unique people come from, not from an in-house estimate. Digital press is measured in page views reported by the publisher. Social counts the combined activated follower base and the views of each piece. Google Ads reports impressions, clicks and CTR from the platform.

The total was 14,284,239 reach against a 10.3M plan: 39% above target. 72% came from out-of-home, 17% from digital press, 6% from social and 5% from Google Ads. The most useful reading is efficiency: out-of-home took 63% of the budget and delivered 72% of the reach, while social dropped from a 16% to a 6% share.

What can be replicated in another market

The corridor logic is transferable: identify where supply and audience concentrate, own that axis with complementary formats, add editorial credibility through local media, activate creators who already reach that community, and close with paid search to capture the demand the campaign creates. The media inventory changes; the method doesn't.

For a foreign brand entering Argentina, order matters: first the physical presence that grants legitimacy, then the content that explains, and only then the paid media that amplifies.