| Title | WORK PLAY LOVE |
| Brand | DTAC |
| Product / Service | DTAC BRAND |
| Category | C04. Community Applications |
| Entrant | OMD THAILAND Bangkok, THAILAND |
| Entrant Company: | OMD THAILAND Bangkok, THAILAND |
| Advertising/Web Design Agency: | OMD THAILAND Bangkok, THAILAND |
| 2nd Advertising/Web Design Agency: | THE NEW MEDIA EDGE Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| Parkpoom Wiboonronnarong | OMD Thailand | Senior Media Planner |
| Kittisak Waransittichai | OMD Thailand | Media Planning Manager |
| Jinnarat Sampuntharat | OMD Thailand | Media Director |
| Pishasinee Lovichit | OMD Thailand | Business Director |
| Supalurk Tangcharoensiri | OMD Thailand | Digital Platform Strategist |
| Pornnapa Teerataranon | Total Access Communication PLC. | Manager |
| Sutirapan Sakkawatra | Total Access Communication PLC. | Assistant Vice President |
| Phirattha Boonvorapat | Total Access Communication PLC. | Senior Manager |
| Areerat Tuekratree | New Media Plus | Campaign Manager |
| Chanatinee Boonpeng | New Media Plus | Interactive Designer |
| Korakot Rakhuang | New Media Plus | Programmer |
| Songwut Bunyaritruksa | New Media Plus | Development Manager |
| Suratchara Yaowaratana | New Media Plus | Content Editor |
| Pakorn Kueyuen | New Media Plus | Account Manager |
| Tasanai Ranusawad | New Media Plus | Account Director |
Challenge: Dtac needed to introduce a new post-paid package targeting First Jobbers in Thailand with an extremely limited media budget. Solution: Capitalize on the insight that First Jobbers are passionate about work, play, and love, while leveraging Thais enjoyment of word play. We created #workplaylove on Twitter and engaged the audience to tweet their favorite theme mottos. We created a Facebook contest for people to submit their mottos and win prizes. Results: • 19,965 Tweeple Participated • #workplaylove generated 133,008 tweets • #workplaylove - #1 hashtag in Thailand for 19 consecutive days • 5,238 people participated in Facebook contest • 2,590 new Fanpage Likes