Future Communication · Event Management

BRAND’S Brain Power Battle

A December 2024–January 2025 campaign to reconnect BRAND’S Essence of Chicken with brain power, achievement and success.

What we did

Strategy and creative built around students, parents and schools.
Waso Learn app integration and a nationwide online mathematics entrance test.
School outreach, KOL endorsement, staged on-ground competitions and finalist interviews.
Campaign highlight films, PR video and photo coverage, and participant feedback.

Campaign results

3,000+

student registrations

participating schools

competition stages

22K

Media Queen TV video views

From the first test to the grand final

The campaign brought the brand’s association with brain power back into focus through school partnerships, a Waso Learn mathematics challenge, and a live competition. Students, parents and schools were engaged across Facebook, TikTok, the app and the competition floor.

01
App entrance test
11–20 Dec 2024
150 qualifying students
02
First ground round
25 Dec 2024
80 students advanced
03
Quarter-final
5 Jan 2025
20 students advanced
04
Semi-final
12 Jan 2025
10 students advanced
05
Grand final
19 Jan 2025
5 winners

A campaign built to participate in

School announcements, campaign posters, creator endorsements and step-by-step registration content led students into Waso Learn. Finalist interviews, winner announcements and media coverage carried the story beyond the event.

What participants told us

Parents valued the academic challenge and trusted learning platform. Teachers recognized its educational value, while students enjoyed the format and prizes. Feedback called for clearer rules, more practice material and a wider range of subjects.