Creative Execution

In June 2014, we saw an opportunity to apply our strategy on the most popular morning news program. That was how we meet our “Nong Jane”, hundred voices imitator talent. Within 200 hours, we launched the clip using “Nong Jane” with AIS service operator scope, which AIS has been well known for best call center service in Thailand. In the clip, she performed her skills mimicking AIS’ service operators cordially respond to each of complaining customers and gain understanding of them – in a way that AIS customers could naturally accept a message showing brand’s sincere attitudes to each complain.

• Only 14 days, the clip broke first millions accumulated views organically and made consumers start hearing what AIS was saying again. • Later, she became new presenter in AIS next TVC. The result broke industry’s record by 4 times better in CTR and AIS’ campaigns started gaining positive feedbacks. • Voice imitating became an entertaining phenomena. More than 200 clips of parody and voice imitating were generated. Nong Jane related earned media had a value of 10 million baht and total related industry would worth over 100MB. This was a new sub-culture that has been generated by this campaign.

In 2013 – 2014, Thai telecommunication underwent a network transition from 2G to 3G. During the transition, all brands’ customers faced problems with slow data service and poor call’s quality. As AIS held the largest market shares, AIS received the most numbers of share of voices from problems. Many AIS’ TVCs or campaigns got flood out with all network issue feedbacks over AIS social media touch points (Most Thai the internet users are age between 15-34 years old, which are considered to be 76% of the overall internet users in Thailand). Because subject/level of complaints varies depending on customers and always changing according to technical conditions of each moment, We applied “Agile-Social” adaption strategy by using AIS’ owned media channels to distract consumers towards positive relevancy content binding in with brand message. We understood that Thai consumers love entertaining and cherish talent contents related.