PEA and Hakuhodo Bangkok use humour to humanise electricity services

Bangkok, Thailand – Thailand’s Provincial Electricity Authority (PEA) has launched a new integrated campaign, “Quick Click. Life Slick.”, in collaboration with Hakuhodo Bangkok, to support the rollout of five new services under its Sabuy Service digital platform.

Fronted by Thai singer Joey Phuwasit, the campaign highlights how PEA’s platform simplifies access to electricity-related services, from applications to account management. The initiative is led by a commercial series airing on television and across social and digital channels.

Rooted in the concept of everyday convenience, the campaign positions electricity services as a source of relief rather than friction. According to Hakuhodo Bangkok, the word “sabuy” conveys comfort, ease, and peace of mind—values the platform aims to deliver by streamlining processes through the Sabuy Service application.

The creative approach leans into humour to reframe what is traditionally seen as a bureaucratic category. By presenting relatable, light-hearted scenarios, the campaign seeks to make essential public services feel more culturally resonant and accessible, particularly for audiences across provincial Thailand.

Hakuhodo Bangkok added that by taking a relatable approach, functions within the public sector can be communicated in ways that are engaging. The agency noted that effective communication for government services does not have to be complex; it can be “culturally sharp, human, and entertaining” while still delivering clear information about new service offerings.