True Group used popular Thai celebrities to show the different ways 5G can combat issues in the country
True Group, Thailand’s leading communications conglomerate and digital lifestyle enabler, has put Thailand on the regional technology map by being the first company in Asia to successfully deploy a 5G network.
Launching 5G in Thailand with a campaign entitled 'True 5G: the Genius for the New Sustainable World', True Group’s vision for 5G goes well beyond fast speeds, aiming to demonstrate how 5G can be applied to revolutionise all aspects of life in Thailand, with five distinct areas of focus – Security, Education, Agriculture & Environment, Health & Wellness and Entertainment.
Sustainability lies at the heart of the campaign, which uses popular Thai celebrities to bring the message to life across five unique campaign videos. The videos invite Thai consumers to become a ‘#TrueFirst5GCitizen’, reflecting the values and benefits of 5G smart technology in creating lasting solutions to fulfil life in all dimensions; driving the nation forward, in ways that are environmentally, socially and financially sustainable.
In the videos, True Group positions popular Thai celebrities and influencers as ‘heroes’ demonstrating ways that 5G technologies can be used to combat developmental issues in the country, from rescue operations, to equal access to education and medical services, effective
environmental management and more.
Influencers include popular Thai actor and volunteer rescue worker, Bin Bunluerit; Thai pop idol, Cherprang Areekul of girl group BNK48; British-born Thai actor, singer and environmental activist Alex Rendell; former Miss Thailand 'Jeab' Lalana Kongtoranin, who founded the Let’s Be Heroes Foundation, and Thai singer and actor 'Ice' Paris Intarakomalyasut - each representing ways that 5G can positively impact the Thai nation.
In order to make the ideas demonstrated in the videos a reality, True Group is working closely with leading universities and other partners across Thailand to develop 5G solution prototypes.
Commenting on the campaign, Oliver Kittipong Veerataecha, chief brand and communications officer, True Corporation Plc., said: “5G is not only about the network and the speed, but also about the innovative technologies that have the potential to upgrade people’s lives and living standards in every way. The idea of creating a new sustainable world lies at the heart of our campaign, reflecting our vision through five well-known personalities with heroic attributes, who want to change our country with True 5G smart technology for the betterment of the nation and its people.”
True Group has already rolled out its 5G network at 15 True Shops, True Sphere branches and MRT stations across Thailand, following its recent successful 5G spectrum bid, which secured the company maximum bandwidth and country coverage to see its smart-technology aspirations realised. The move strengthens True Group’s position as Thailand’s leader in smart digital technology solutions. The conglomerate, one of only seven companies in Thailand to be listed in the Dow Jones Sustainability Index (DJSI), holds a number of brands under its portfolio, including TrueMoney, the country’s largest eWallet, TrueCoffee and TrueSpace.
True Group’s ‘True 5G: the Genius for the New Sustainable World’ campaign was developed by the telco in collaboration with Bangkok-based creative agency Monday, Thailand, a WPP Company.