{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"CORPORATE IMAGE & CORPORATE SOCIAL RESPONSIBILITY","is_link":false},{"keyword":"ENTRANT COMPANY","content":"VML GROUP THAILAND, BANGKOK","is_link":false},{"keyword":"TITLE","content":"SOIL STAY","is_link":false},{"keyword":"BRAND","content":"TRA MONGKUT FERTILIZER","is_link":false},{"keyword":"ADVERTISER","content":"TRA MONGKUT FERTILIZER","is_link":false},{"keyword":"AGENCY","content":"VML THAILAND, BANGKOK","is_link":false},{"keyword":"CHIEF EXECUTIVE OFFICER","content":"PARATTAJARIYA JALAYANATEJA","is_link":false},{"keyword":"GLOBAL CHIEF CREATIVE OFFICER","content":"DEBBI VANDEVEN","is_link":false},{"keyword":"DEPUTY GLOBAL CHIEF CREATIVE OFFICER","content":"RAFAEL PITANGUY","is_link":false},{"keyword":"APAC CHIEF CREATIVE OFFICER","content":"PAUL NAGY","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"PARK WANNASIRI","is_link":false},{"keyword":"EXECUTIVE CREATIVE DIRECTOR","content":"CHATCHAI BUTSABAKORN","is_link":false},{"keyword":"CREATIVE GROUP HEAD","content":"KUNAT CHAENGCHARAT","is_link":false},{"keyword":"ART DIRECTOR","content":"NUTTAWUT CHUKANTHONG","is_link":false},{"keyword":"COPYWRITER","content":"PARITPONG PANYABOON","is_link":false},{"keyword":"AGENCY PRODUCER","content":"JIRAPORN CHANNAWACH","is_link":false},{"keyword":"PROJECT MANAGER","content":"MIRA VASUKULKASEMTORN","is_link":false},{"keyword":"CLIENT SERVICE DIRECTOR","content":"WASNA JIRASURADEJ","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"PUFAH NUNTAVISIT","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"PATTEERA THANAPATWORANAN","is_link":false},{"keyword":"STRATEGIC PLANNING DIRECTOR","content":"EKALUCK CHARANVAS","is_link":false},{"keyword":"STRATEGIC PLANNING MANAGER","content":"KUNAKORN SANSUK","is_link":false},{"keyword":"MEDIA AGENCY","content":"DHOSPAAK CO., LTD, BANGKOK","is_link":false},{"keyword":"PR AGENCY","content":"VERVE, BANGKOK","is_link":false},{"keyword":"CAMPAIGN SUMMARY","content":"Soil Stay is a first-of-its-kind B2B farm-stay program by Tra Mongkut Fertilizer, created to help Thai farmers re-learn how to farm by understanding their soil. As a fertilizer brand that has stood alongside Thai farmers for generations, Tra Mongkut identified a simple but critical problem: according to UN data, while more than 13 million people work in agriculture across Thailand, nearly 40% of Thai farmers lack sufficient understanding of soil. This challenge is further complicated by the fact that Thailand has over 300 different soil types, making it difficult for farmers to truly understand the land they work on. As a result, many continue to rely on familiar, habitual methods rather than \r\nsoil-specific practices.\r\n<br>\r\n<br>For over 10 years, Tra Mongkut has collected soil samples nationwide, building one of Thailand’s largest soil databases and developing physical model farms to test soil-specific farming methods under real conditions. \r\nSoil Stay brings this knowledge out of research and into real life.\r\n<br>\r\n<br>Inspired by Thailand’s familiar farm-stay platform, Soil Stay works like Airbnb, but instead of money, participation begins with a soil sample collected by the brand. Farmers are matched with model farms that share the same soil type but demonstrate stronger performance. During the off-harvest season, farmers stay at these farms to rest from routine work while learning through real experience on land identical to their own.\r\n<br>\r\n<br>By turning education into experience, Soil Stay helps farmers return home ready to farm smarter, improving \r\nlong-term soil health, increasing productivity, and enabling more effective use of fertilizers.\r\n<br>\r\n<br>The program was launched nationwide and showcased at the Thailand Sustainability Expo 2025. In its first phase, \r\nSoil Stay enrolled over 10,000 farmers, delivering a 57% yield increase, improved crop quality, and up to three times higher profit per rai within one cultivation cycle.\r\n<br>","is_link":false},{"keyword":"CREATIVITY\/IDEA\/INSIGHT","content":"Soil Stay was created from an insight that farmers do not lack effort, but often lack clear understanding of their soil. While Thailand has more than 300 soil types, many farmers continue to rely on familiar methods passed down through habit rather than soil-specific knowledge. \r\n<br>\r\n<br>Tra Mongkut recognized that traditional education methods, such as manuals or training rooms, were not enough \r\nto change this behavior. Farmers trust what they can see working on real land, especially land that looks and feels like their own.\r\n<br>\r\n<br>The creative idea behind Soil Stay was to turn soil knowledge into something farmers could experience, not be told. Using Tra Mongkut’s soil database, farmers are matched with physical model farms that share the same soil type but perform better. From Thailand’s well-known farm-stay platform, learning is combined with rest. Just like Airbnb, \r\nbut instead of money, farmers participate by exchanging soil samples.\r\n<br>By staying on farms identical to their own land, farmers observe real results, ask real questions, and learn at their own pace. This shift transforms soil education from theory into lived experience, allowing farmers to re-learn how to farm based on understanding rather than habit, and return home ready to farm smarter.\r\n<br>","is_link":false},{"keyword":"STRATEGY","content":"The strategy was built on the insight that farmers trust what they see working on real land more than what they are told in training rooms. Standing on soil just like their own builds understanding.\r\n<br>\r\n<br>Tra Mongkut leveraged its soil database, transforming it from a back-end R&D tool into a national matching platform that connects farmers to real-life, soil-specific solutions. By learning directly from model farms, farmers gain clarity on how to manage their soil more effectively.\r\n<br>\r\n<br>By focusing on soil-specific learning, Soil Stay improves farmer income through better decision-making, helps farmers use the fertilizers they already purchase more effectively and with greater precision, and supports healthier soil ecosystems through long-term, appropriate land care. At the same time, the soil data collected from participating farmers continues to enrich Tra Mongkut’s understanding of Thailand’s diverse soil types, strengthening a growing national soil database that supports more sustainable and resilient farming practices over time.\r\n<br>\r\n<br>In the end, education becomes experiential, data becomes actionable, and farming shifts toward sustainability rooted in understanding.\r\n<br>","is_link":false},{"keyword":"EXECUTION","content":"Soil Stay was executed through Tra Mongkut’s nationwide agricultural network, working with farmers who already use Tra Mongkut fertilizers. Soil samples were collected and analyzed to identify each farmer’s soil type, enabling accurate matching with real working farms that demonstrated proven performance under the same soil conditions.\r\n<br>\r\n<br>The execution followed five key steps:\r\n<br>1. Soil sample collection: Tra Mongkut collected soil samples nationwide as the entry point to the program.\r\n<br>2. Soil analysis and matching: Samples were analyzed using Tra Mongkut’s soil database and matched to real, physical model farms with the same soil type and proven performance.\r\n<br>3. Farm-stay experience: Farmers stayed at these physical model farms free of charge during the off-harvest season.\r\n<br>4. Learning: Education took place through real experience, focusing on crop selection, soil treatment, fertilizer optimization, and sustainable farming practices tailored to each soil type.\r\n<br>5. Application on their own land: Farmers returned home and applied the soil-specific knowledge directly to their own fields, improving on-farm performance through better soil-based decision-making.\r\n<br>\r\n<br>The program was launched nationwide and showcased at the Thailand Sustainability Expo 2025, while being activated through agricultural networks across all regions.\r\n<br>","is_link":false},{"keyword":"RESULT","content":"Campaign Impact\r\n<br>- Over 10,000 farmers enrolled nationwide in the first phase\r\n<br>-  57% yield improvement observed within one cultivation cycle (Typical farming ~450 kg\/rai at harvest moisture vs Soil Stay model farm 710 kg\/rai)\r\n<br>-  Improved output quality, with 79.47% filled grain and a reduced empty grain ratio (Typical filled grain ~65–70% vs Soil Stay model farm 79.47% filled grain)\r\n<br>-  Up to 3x higher profit per rai compared to previous farming approaches (Typical net profit ~1,500–2,000 THB\/rai vs Soil Stay model farm ~4,500–5,000 THB\/rai)\r\n<br>\r\n<br>Brand and PR Impact\r\n<br>- Nationwide PR coverage across agriculture and sustainability media\r\n<br>- Strengthened Tra Mongkut's role as a knowledge-led agricultural partner\r\n<br>\r\n<br>Environmental Impact\r\n<br>-  Improved farmer income through higher productivity and profitability, supporting sustainable economic growth for farming communities (SDG 8: Decent Work and Economic Growth)\r\n<br>-  More precise and effective use of fertilizers based on soil conditions, helping farmers maximize the value of inputs they already purchase and reduce unnecessary overuse (SDG 12: Responsible Consumption and Production)\r\n<br>-  Soil-appropriate application practices that support healthier soil ecosystems, reducing the risk of chemical runoff and promoting more resilient farmland over the long term (SDG 15: Life on Land)\r\n<br>","is_link":false}],"files2":[{"name":"BE05_005.mp4","type":"mp4"},{"name":"BE05_005_DI01L.jpg","type":"jpg"}],"count":2}