The Brief

The improvement of internet coverage lets us access the internet limitlessly. Meanwhile, many disadvantaged people and non-profit organizations that desperately need to use the internet, don’t have the resources to access it. dtac, Thailand’s leading Telecommunication Company, whose vision is to provide internet access to everyone. We saw the opportunity to address that problem by introducing the “Giga Bright Project”, the world’s first “mobile internet donation” program. It allows dtac customers to donate unused internet from their packages to those who need it to provide valuable social services.

Describe how the promotion developed from concept to implementation

The campaign started by sending a SMS to dtac customers, communicating the program and inviting them to join. To join, all they needed to do was SMS back to dtac to donate their leftover internet. Additionally, hundreds of “Giga Bright” internet donation boxes were distributed around the town to help boost the program’s awareness. Then, the totals of donated bytes were updated live via digital billboard, the dtac website, its Facebook fan page and dtac service halls.

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

The number of donors increased more than triple times in just one month. More than 1,000,000 GB were donated, which dtac double-matched, boosting the total to help more than 70 schools in remote areas, 10 medical service centers and 25 foundations for social benefits. Most importantly, while dtac successfully reached their vision, thousands used the Internet to improve the quality of their lives and others, by helping to create a better society.

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

The donated bytes were then given to those who in-need by the dtac management team. The program was further amplified to public through PR news coverage. Lastly, to wrap up the program, a thank you SMS was sent from dtac to all internet donors.