GIVING

Silver Spike

Case Film

Presentation Board

TitleGIVING
BrandREAL MOVE
Product / ServiceTRUEMOVE H
CategoryA01. Corporate Reputation & Communication
EntrantOGILVY & MATHER Bangkok, THAILAND
Entrant Company OGILVY & MATHER Bangkok, THAILAND
Advertising Agency OGILVY & MATHER Bangkok, THAILAND

Credits

Name Company Position
Nopadol Srikieatikajohn Ogilvy & Mather Thailand Chief Creative Officer
Wisit Lumsiricharoenchoke Ogilvy & Mather Thailand Group Executive Creative Director
Panu Meepaibul Ogilvy & Mather Thailand Creative Director
Panu Meepaibul Ogilvy & Mather Thailand Copywriter
Kris Garford Spindler Ogilvy & Mather Thailand Copywriter
Nopadol Srikieatikajohn Ogilvy & Mather Thailand Art Director
Wisit Lumsiricharoenchoke Ogilvy & Mather Thailand Art Director
Nonthaporn Ketmanee Ogilvy & Mather Thailand Art Director
Yuthapong Varanukrohchocke/Chonlada Morarat Ogilvy & Mather Thailand Agency Producer
Phawit Chitrakorn Ogilvy & Mather Thailand Managing Director
Poj Sukprasertchai Ogilvy & Mather Thailand Communications Director
Chawanop See-Ampai Ogilvy & Mather Thailand Communications Executive
Thanonchai Sornsriwichai Phenomena Co., Ltd. Director
Tweesak Kumphati Phenomena Co., Ltd. Cinematographer
Arunwan So Phenomena Co., Ltd. Film Producer
Manop Boonwipas Phenomena, Color Boy Films Editor
Cine Digital Sound Studio Co.,Ltd./Color Boy Films And Post Service Sound Production Company
Chumpol Sepswasdi N/A Animator
Color Boy Films And Post Service Color Boy Films And Post Service Sound Engineer
Color Boy Films And Post Service Color Boy Films And Post Service After Effect

The Campaign

Amidst a dull, feature-based telecom marketing environment and a tense, politically divided society, third-place mobile provider TrueMove H decided to redefine not only its brand but the very role of telecom brands in the lives of users. Bypassing the standard fact-bragging claims in launching its nationwide 3G data coverage, TrueMove H chose instead to ask Thais to look closely at the role of communication in their lives, and contemplate the effects of the little things they do and say to each other. Spearheaded by a branded short film that brought millions to tears and inspired online conversations globally, it became an overnight sensation, and was viewed over 10 million times in 7 days. A stunning 1 in 13 people who viewed the video shared it, including Victor Moses, Liverpool football player, Tim O'Reilly, the Founder of O'Reilly Media and Vic Gundotra, Google Senior Vice President. With over 1.26 million shares, the film became the most shared Telco ad in Thai history, and the 12th most shared ad on YouTube for the entire world in 2013 (the only one from Asia to make the top 20) Its impact broke far beyond Thailand's borders, resulting in write-ups and reviews in dozens of global online media outlets including Time.com, Mashable.com, Huffpost, Contagious, Adweek, and many more. Total PR value is estimated to be over 3.5 million USD. Most importantly, it drove a 40% quarterly increase in 3G subscribers – leapfrogging the brand into the number 2 spot in Thailand for the first time.

The Brief

1. Increase BRAND RELEVANCE TrueMove H aimed to become the brand that truly understands Thais in a much deeper andmore relevant way than competitors. Our goal was to be perceived by consumers as the telco brand that best understands Thais. 2. Increase BRAND ENGAGEMENT TrueMove H wanted to create positive conversations and drive more social engagement. We aimed for an unprecedented 500,000 views in 2 weeks, benchmarking with 230,000 views of celebrity campaign last year. 3. Increase SUBSCRIBER BASE By increasing brand relevance and brand engagement, we aimed to increase new 3G subscribers by 20% from previous quarter.

Results

-The branded short film was viewed over 10 million times in 7 days. - 1 in 13 people who viewed the video shared it, including Victor Moses, Liverpool footballer, Tim O'Reilly, founder of O'Reilly Media and Vic Gundotra, Google Senior Vice President. With over 1.26 million shares, the film became the most shared Telco ad in Thai history, and the 12th most shared ad on YouTube in the world in 2013. - PR value is estimated to be over 3.5 million USD, with write-ups from many global media outlets including Time.com, Mashable.com, Huffpost, Contagious, Adweek, Mail Online, and many more. - Consumers rate TrueMove H as the brand that contributes most to Thai society and a Telco brand that best understands Thais. - Brand consideration peaked at 80%. TrueMove H's subscribers increased by 40%, leapfrogging the brand to the number 2 spot in Thailand for the first time

Execution

At the time, Thailand's political situation resulted in negative dialogs in the online world, so we started our campaign online by posting the branded short film in social media in order to reverse the negativity and start a chain of positive conversations. Within 2 weeks, media outlets, both local and global, started writing about this campaign, and many local and global influencers shared this branded short film online.

The Situation

Thailand's telecom market is dominated by 3 players, all of whom use similar 3G technologies. Most telecom marketing tends to use promotions and coverage claims. However, since none of the players has a significant coverage advantage, these overpromises seem to be overlooked by users who regard their 3 choices as the same. For TrueMove H, being the third ranked telecom represented an opportunity to push the boundaries of traditional Thai telecom marketing, with a strong emotional appeal towards undecided users. Setting aside all the noise of the coverage battles, TrueMove H decided to rejuvenate its brand with a bold approach.

The Strategy

With political turmoil dividing the country into opposing sides, online and social media especially have become havens of negative communication. TrueMove H wanted to reverse this trend, and start a positive conversation among Thais. All telco brands in the market talk about communications mostly in the technological context: fast speed, best coverage, good promotion. But we wanted to shift the paradigm and start talking about communications in the human context. To us, communications is more than a phone call or a mobile chat. It is about every little exchange between human beings. Broadening the definition of communication this way and linking it back to the value closest to Thai culture, kindness, led to a meaningful message: 'Giving is the best form of communication.'