Forget all the grandiose, big words such as “premier opulence” and “luxury-estness luxury” common to Thai marketing. Minimalism is the new thing, and big words are the new big words.
Many people were surprised to find a full blank page with nothing but the words “HomePro Expo” printed in big, bold letters printed in yesterday’s Thairath newspaper. Although it was totally unintended, the non-advertisement was a big hit online, where it went viral after being sort of mocked and appreciated.
“The mistake of HomePro Expo in Thairath went viral, and people are paying more attention than were it the real advertorial,” said Twitter user @thetigernutch.
The mistake wasn’t a mistake, however. Thairath policy is to only publish the company or product’s name if artwork isn’t turned in on time – and still charge the full rate. In this case, those two big words? They reportedly cost THB720,000.
Being the Internet, this inspired a raft of parodies:
Some jumped on the bandwagon for their own promotion.
Shameless opportunism!
We hope the HomePro Expo organizers subsequently un-fired whoever was responsible for blowing the deadline.
