CLASH OF THE MOBS by Ogilvy & Mather Bangkok for DTAC

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CLASH OF THE MOBS

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Industry Retail, Distribution & Rental companies
Media Promo & PR, Case study
Market Thailand
Agency Ogilvy & Mather Bangkok
Strategic Planner Jenjira Tejavanija
Editor Kampon Chandraruangnabha
Released August 2012

Credits & Description

Category: Best Use of Social Media
Advertiser: TOTAL ACCESS COMMUNICATION
Product/Service: DTAC IPHONE 3GS
Managing Director: Jiravara Virayavardhana (Ogilvy Public Relations Worldwide Bangkok)
Business Director: Jintana Duangkaew (Ogilvy Public Relations Worldwide Bangkok)
Group Strategic Planning Director: Amorntat Soonthornsawad (Ogilvy Public Relations Worldwide Bangkok)
Communications Director: Waralee Bunnag (Ogilvy Public Relations Worldwide Bangkok)
Strategic Planner: Jenjira Tejavanija (Ogilvy Public Relations Worldwide Bangkok)
Media Relations Supervisor: Supaporn Masiri (Ogilvy Public Relations Worldwide Bangkok)
Chief Editor: Kanokchan Patanapichai (Ogilvy Public Relations Worldwide Bangkok)
Editor: Kampon Chandraruangnabha (Ogilvy Public Relations Worldwide Bangkok)
Media placement: Blogger Seeding (3-4 Most Followed IT/Mobile Bloggers) - Online (Related Web Portals, IT Forums, Personal Blogs) - March 2 - 12, 2010
Media placement: Press Release (Dtac Network Readiness) - Leading News Publication (I.e. Marketing/IT) - March 2, 2010
Media placement: Press Briefing - Leading News Publication/magazine (I.e. Marketing/IT) - March 11, 2010
Media placement: Blogger Briefing (16 Top IT/Mobile Bloggers) - Online (Related Web Portals, IT Forums, Personal Blogs) - March 11, 2010
Summary of the Campaign
Political unrest was sweeping Bangkok in March 2010 as the 'Red Shirts' political movement took to the streets of Bangkok, Thailand. Media was focused on the uncertainty, insecurity and diminishing consumer confidence. Upcoming marketing initiatives were under threat.
At 9 am on Saturday March 13, another unrelated but equally passionate group was quickly forming into a crowd alongside the red shirts with a distinctly different objective in mind: the purchase of their first dtac 3Gs iPhone.
Three weeks earlier, the dtac iPhone launch was shaky amid widespread media commentary doubting dtac’s shift into 3G technology. dtac was also one year behind the leading rival carrier in launching the iPhone.
The agency developed a campaign that achieved 190% of dtac’s sales target at launch and established dtac as the strongest network in the industry. Our strategy was to reach out to Thailand’s most influential IT and mobile phone bloggers, offering insider access to dtac technology and management. Their overwhelmingly positive online recommendation of dtac iPhone 3Gs spun online discussions in 126 separate forums, generating over 3,000 comments and 210,000 views overnight.
The Situation
dtac was one year behind the leading rival carrier in launching the iPhone. Its move into 3G technology was the focus of much negative media coverage over its readiness. Its No.1 rival, TrueMove, had positioned itself as the country’s WiFi+3G leader with the largest WiFi coverage in Asia.
The launch event would be held at Bangkok’s leading iconic shopping mall. A location growing more crowded by the day as swelling crowds of 'red shirt' political protestors from around the nation were assembling right outside. This situation would tragically prove violent and fatal within 8 weeks.
The Goal
dtac’s sales objective was 1,000 units of iPhone 3Gs in the first 48 hours of launch. This may sound laughably small however market leader, True Move, was selling just 200 iPhones/day nationwide. Our target was 2.5 times their national sales from one location.
iPhone attracts the "Digital Lifestyle" consumer segment who trust online product research (23%) over friends/family opinion (17%) and store sales staff (10%). (Source: 2009 Google Survey)
This research indicated dtac needed a strong, credible and influential presence online within a few days. We secured Thailand’s 16 most influential IT and mobile phone bloggers to drive our campaign.
The Strategy
We developed the 3R’s strategy to shift consumer perceptions of the iPhone 3Gs and dtac’s network capacity.
Branding Strategy.
"Repackage": Since consumers considered the iPhone to be an old product already in-market for one year with a rival carrier, we decided to give it a new spin and called it the "launch of the first-ever dtac iPhone."
Message Strategy.
"Redefine": we created the message "iPhone runs best on dtac", to reposition dtac as the industry benchmark for 3G technology.
Channel Strategy.
"Redirect": we skipped traditional media and celebrity endorsement and went to Thailand’s 16 most influential technology bloggers. This allowed us to work around apple’s ATL communication ban pre-launch, and break through the clutter of political news.
Execution
In exchange for 'insider info', bloggers were encouraged to share updates on their blogs and twitter accounts.
Two weeks into the launch weekend bloggers were updated by dtac’s technical experts on its bandwidth expansion and network infrastructure upgrade plans.
One week to launch, bloggers were tipped off with possible launch dates, launch event venue and proposed tariff packages, prompting online speculation that dtac may be poised to overtake competitors in network capability and value.
48 hours to launch bloggers were exclusively briefed on the dtac iPhone 3Gs upcoming launch, toured dtac’s control room (first ever public access) and were given dtac iPhones to test dtac's network strength and superiority.
The campaign generated overwhelmingly positive online recommendation with our 16 influencers creating online discussions in 126 separate forums, generating over 3,000 comments and 210,000 views overnight.
There was no other launch activity beyond this social media PR campaign costing US$21,000.
Documented Results
dtac’s sales objective was 1,000 units of iPhone 3Gs in the first 48 hours of launch. The campaign achieved 1,897 units, achieving 190% of the target.
The strong start continued with the first month’s sales of 13,000 dtac iPhone units exceeding the target by 30%.
A post-campaign consumer audit indicated that dtac had significantly improved brand equity. For the first time-ever, dtac surpassed its rival as "leader for new products," and improved ratings in network strength, customer service, value for money and product accessibility, all campaign messages. (Source: dtac Brand Audit report)
This translated into a 30% increase in data service revenue from carrier switchers by Dec 2010 (Source: Thun Hoon on the web). Monthly data subscribers grew by 69% from 5,880 to 9,447.
"dtac iPhone" became a unique brand identity as it became top 3 most searched keywords on Google Thailand prior to launch.