The Campaign

In 2013 – 2014, Thai telecommunication underwent a network transition from 2G to 3G. During the transition, all brands’ faced problems with data service and poor call’s quality. As AIS held the largest market shares, AIS received the most voices. Many AIS’ TVCs or campaigns got flood out with network issue feedbacks over AIS social media touch points. 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 angry consumers towards positive relevancy content binding in with brand message. We also understood Thai’s insights that they love entertaining and cherish talent contents. In June 2014, we saw the opportunity to apply our strategy from the most popular morning news program. That was how we meet our “Nong Jane”, a female hundred voices imitator. Within 200 hours, we managed to launch a clip using “Nong Jane” with AIS Call center service scope, which AIS has been well known to be one of the best call center servicea in Thailand. The results of the campaign was very successful because the clip reached more than 1 million views with any paid media supported only in 14 days, as well as generated a voice imitating phenomena among Thai society. In addition, “Nong Jane” also became the next TVC presenter and the TVC received 4 times better CTR than the average industry and AIS’ campaigns started gaining positive feedbacks from their customers.

The Brief

The goal of this campaign was as simple as getting AIS’ customers to stop complaining and hearing what the AIS wanted to say again. We has researched and found the Thai insights that Thai consumers love entertaining content (such as soap opera), especially in the humor way as well as most Thai consumers cherish unique talents (such as “the voice Thailand”, “Thailand got Talents, etc.).

Results

Overnight “Nong Jane AIS Call Center” went viral organically without any paid media support. • The clip broke the first millions accumulated views via owned, earned media within only 14 days and consumers started hearing what AIS was saying again. • She became new presenter in AIS next TVC campaign. The TVC broke industry’s record by 4 times better in CTR. AIS’ campaigns started gaining positive feedbacks since network transition. • The voice imitating became an entertaining phenomena and there were rising talents such as “Kethy” or “Kwang” following “Nong Jane’s” style. • More than 200 clips of parody and voice imitating were generated, featured in press and media value over 10 million impressions. “Nong Jane” related earned media had a value of 10 million baht and total related industry would worth more than 100 million baht. This was a new sub-culture that has been generated by this campaign.

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. In the clip, she performed her skills by mimicking AIS service operators cordially respond to each of complaining customers and gain understanding of them – in a way AIS customers could naturally accept a message showing brand’s sincere attitudes to each complain – while enjoying a series of entertaining clips. Within 48 hours, we contacted her for to participate in AIS’ campaign. 200 hours later, we launched a clip using “Nong Jane” with AIS Call Center Service scope, which AIS has been well known for the best call center service in Thailand. Our team selected AISowned media channels such as YouTube Channel, Facebook Fanpage and LINE official account to launch the clip because they were the quickest and easiest channels.

The Situation

With the major network infrastructure transition in 2013 - 2014, the process caused poor cellular service qualities to all brands. This problem angered mobile user consumers towards all telecommunication brands. AIS had the largest market shares, that was why AIS received the highest share of voices and complains from their customers via all channels (online, call center complains, etc.). The key challenge of AIS was “how to get the key message for product or service through this flood of negative norm for the industry and how to get people to stop complaining and hearing what AIS wants say again?”

The Strategy

The “Agile-Social” adaption strategy was applied with AIS’ owned media channels supported. The key idea was mainly to distract consumers towards positive relevancy content binding in with brand message. So we decided to implement a viral video clip because it was the fastest method to adapt to any potential market opportunity and could reach to consumers very quickly as well. The target audiences of this campaign was mainly the internet users who are age between 15-34 years old due to the reason that 76% of the Thai internet users are within that age range. Furthermore, AIS received negative feedbacks via social media touch points.