CASE STUDY: How AIS marketed its 3G service to Thai teens

Background

Thai network service providers have mainly marketed toward adults and therefore are perceived as too corporate by younger potential customers. 

Aim

AIS aimed to obtain more teenaged customers for its new 3G service. The key communication message of the campaign was “Real one, world standard”, referring to the service's ability to let mobile users reliably connect.

Strategy

AIS worked with celebrity James Jirayu in advance of a concert slated for July. The campaign consisted of content seeding, media banners, an 'Instawall', a real-time microsite, video mapping and a digital signature.

It provided content seeding (such as videos, photos and articles) on Jirayu’s fan sites and banner ads on female websites to stir buzz about the concert and educate the people about the features of the 3G service.

In order to convert non-AIS users, a microsite was also created to offer the latest updates on the star and the 3G service. Fans could also share their message with the celebrity using Instawall, Twitter and video clips, with the hashtag #AIS3GJames. The Instawall component in the campaign compiled all photos submitted on Instagram with the hashtag #AIS3GJames. These photos were later transformed into a photo collage.

Post-concert, the campaign launched its last component––a video clip, entitled ‘You and James’––by using the technology of video mapping. Users could customise their own content for the video, and the technology allowed Jirayu to mark his digital signature on the videos.

Results

The hashtag element attracted 2,000 participants within a day. The campaign has more than 262,800 visitors and 199, 700 unique visitors. The video received more than 300,000 views. The video mapping made 4,600 video impressions.

AIS 3G SIM cards were sold out at Central World.