Bangkok, Thailand – With many Thai businesses projected to shut down by the end of 2021 due to the pandemic, mobile operator dtac has launched its new improved 700MHz spectrum signal with its new campaign, aimed at helping local businesses survive and thrive by giving its advertising space to promote their own businesses.
The launch of the new 700MHz spectrum is a reflection of the brand’s ambition to become a network for all, as dtac is committed to ensuring digital access through intensive network coverage expansion, to reduce inequalities and empower societies with the ability to use digital technology.
Titled ‘#GoodforAll’, the new campaign, created in collaboration with Google and creative and CRM agency Wunderman Thompson, 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. 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 the spaces.
Through the campaign, dtac selected customers from 50 provinces across the country where their businesses were promoted on billboards, out of home, and TV tie ins, as well as online films – personalized at nationwide scale, all of which were donated by dtac.
Lih Ren How, dtac’s chief marketing officer, believes that building deeper connections with the local communities and people is important, and this emotional engagement differentiates their brand.
Meanwhile, Park Wannasiri, the chief creative director of Wunderman Thompson Thailand, said they focused on how they can fight together with their customers.
“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,” said Wannasiri.
Sean Ong, Wunderman Thompson’s director of strategy for Thailand, shared that their strategy was to change the conversation of the category, and the category was focused on the future technology (5G), which may seem appealing but unattainable for the majority of Thais.
“In contrast, dtac’s ‘#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 are benefits that can help drive small businesses and customers to overcome the challenges they are facing now. It was more than a telecommunications network but a network of support and progress,” said Ong.
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.
