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Mobile Network dtac’s Good For All Campaign Promotes Real Users Business Capabilities

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Hyper personalisation and data driven campaign from Wunderman Thompson Thailand

Mobile Network dtac’s Good For All Campaign Promotes Real Users Business Capabilities

Thailand’s 3rd wave of Covid-19 has severely impacted the livelihoods of many small business owners, with more than 50,000 businesses projected to shut down by the end of 2021. dtac, one of Thailand’s leading network, launched its new 700MHz spectrum with its new campaign #GoodforAll. With its improved signal, dtac aims to improve the quality of their customer’s lives & their businesses as well, goal of becoming supporting small business customers through the hardship

The launch of the new 700MHz spectrum is a reflection of the brand’s ambition to become a network for all. dtac is committed to ensuring digital access through intensive network coverage expansion for all to reduce inequalities and empower societies with the ability to use digital technology. It is essential that internet access help build digital inclusion for all. 

In collaboration with Google, the #GoodforAll campaign adopted hyper-personalisation marketing through data-driven creative where online ad spaces were personalised to regional level dialects and location specific targeting of local communities. dtac customers were selected from 50 provinces across the country where their businesses were promoted on billboards, out of home, TV tie ins, online films – personalised at nationwide scale, all of which were donated by dtac. Using technology and data, Wunderman Thompson produced more than 300 highly personalised creatives just for dtac’s real customers to find new customers in their local areas on our spaces. 

More than 1,500 dtac customers and businesses participated in this campaign, with 120 businesses given free ad spaces to promote their businesses – directly infusing a lifeline back to their businesses. The campaign was further amplified with Key Opinion Leaders (KOLs) and influencers which resulted in a massive PR coverage on mainstream media and many local publishers. This campaign achieved more than 1 billion impressions with 25 million engagements. The collaboration with Google resulted in Click Through rate at 22 X higher than standard benchmarks with a 62% Google search lift from non-dtac users. 

PR value generated was more than THB six million with great improvement of brand lifts and positive recall for dtac.

Lih Ren How, chief marketing officer of dtac, said: “Building deeper connections with the local communities and people has always been what dtac believes in. The emotional engagement differentiates our brand. And this campaign resonates with such vision by speaking to the hearts and minds of people in their languages.”

Park Wannasiri, chief creative director of Wunderman Thompson Thailand, added: “When dtac 700MHz is ready and good, we asked ourselves. Is it truly good for our customers? The whole action campaign started with that question. We focused on how we can fight together with our customers. Every action that we did we put them at the heart of it. In every touchpoint, down the whole funnel. Hats off to our brave clients. They did put in all of their capability to help real people, by doing good without expecting something in return. In the end you get the result you deserve.”

Sean Ong, director of strategy of Wunderman Thompson Thailand, said: “Our strategy was to change the conversation of the category. The category was focused on the future technology (5G) which may seem appealing but unattainable for the majority of Thais. In contrast, dtac #GoodForAll changed the conversation from flighty dreams of the future, to practical tangible improvements that people need today. dtac 700MHz network improvements increased data capabilities and coverage on existing handsets. These were benefits that can help drive small businesses and customers overcome challenges they are facing now. It was more than telecommunications network but a network of support and progress.” 

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Client Credits : dtac

Chief Marketing Officer : How Lih Ren

SVP, Head of Brand Communication Division : Sasitorn Khoopatanakul

VP, Head of Corporate and Branding Department : Kulawit Khumwansa

VP, Head of Media and Digital Marketing Department : Paphop Ruchutrakool

AVP, Media and Digital Marketing Department : Nat Seemawonganan

Senior Manager, Corporate and Branding : Patima Kittikarnjanakorn

Senior Manager, Corporate and Branding : Kniknun Kumboon

Senior Manager, Media and Digital Marketing Department : Juthakarn Thesrak


Agency Credits : Wunderman Thompson Thailand

Managing Director : Parattajariya Jalayanateja

Chief Creative Officer : Park Wannasiri

Creative Director : Sorasak Songnapawuttikul

Creative Group Head : Vasinee Poungngern

Creative Group Head : Nuttawee Pisanprechatam

Art Director : Bunyawee Thanyapitak

Art Director : Panatchakorn Klaymanee

Client Service Director : Naruporn Rungruangchotikul

Group Account Director : Jit-aree Chotivithayaporn

Account Director : Aphesa Iamsakulpanit

Account Manager: Pitcha Srichamnong

Account Manager : Tanyakorn Pratanporn

Agency Production Director: Jiroj Mechoojit

Agency Producer : Supatra Assawateppitak

Strategic Planning Director : Sean Lee Ong

Genres: People, Dialogue

Categories: Utilities, Mobile Network

Wunderman Thompson Bangkok, Mon, 01 Nov 2021 10:16:57 GMT