The Brief

dtac, the leading mobile telecommunication company in Thailand, is the last brand to launch its wifi service. Therefore, the brand needed to create a groundbreaking experience to generate a positive word-of-mouth in order to gain subscribers.

Describe how the promotion developed from concept to implementation

Conventionally, wifi signal will be faster and more stable when users remain close to the hotspot. Therefore, to offer a new experience, the team came up with the idea of “dtac moving wifi”, the first ever wifi that you can ‘surf while you walk’ as its hotspot can move everywhere with the users.

Describe the success of the promotion with both client and consumer including some quantifiable results

More than 10,000 people immediately registered for free trial during the event, which consequently lead to 400% increase in package subscription comparing to the non-campaign period. Moreover, countless of photos were taken and 508,199 people shared generated more than 5.5 million views and This event became the center of interest of various media which its contents was featured in • 12 TV programs, • 42 newspapers and magazines and • more than 100 popular websites and blogs. generated uncountable value back to the dtac brand.

Explain why the method of promotion was most relevant to the product or service

By making the movable wifi hotspot, dtac moving wifi broke the conventional belief about wifi connectivity and turned this unexciting topic become ‘new news’ that able to draw people’s attention again.