Wunderman Thompson Thailand creates hyper-personalization & data-driven campaign for dtac
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 has launched its new 700MHz spectrum with a new campaign via Wunderman Thompson Thailand, called #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-personalization marketing through data-driven creative where online ad spaces were personalized 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 – personalized at nationwide scale, all of which were donated by dtac. Using technology and data, Wunderman Thompson produced more than 300 highly personalized 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 6 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, Chef Creative Director of Wunderman Thompson Thailand, said: “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.”
Credits
Client : 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 : 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
