Bangkok--21 Jun--Krungthai Card
“KTC” creates a new sensation to shake the Thai financial sector in the second half of 2006 with “One Night Genius” —the first reality game show of Thailand, by Thai people for Thai people. The show, aimed to build brand through television program on the occasion of KTC 10th Anniversary, is conceived with the cooperation of Workpoint Entertainment and seven other business partners. The first episode will be screened on Channel 3 on July 3rd. One Million Baht will be up for grasp by one lucky winner each night.
Mr. Niwatt Chittalarn, Chief Executive Officer, KTC or Krungthai Card Public Company Limited, the leading Thai consumer finance company, said “As we are celebrating our 10th anniversary later this year, we have decided to use a new marketing strategy to build our brand through television programs. This is the first of its kind in the Thai financial sector. We are investing our advertising budget in something creative, something that will actually benefit the consumers instead of the usual kind. To this end we have collaborated with Workpoint Entertainment Public Company Limited, the largest game show company, to produce a new television reality quiz show entitled “One Night Genius”. This reaffirms our “KTC Makes Sense” stance and expresses our gratitude towards members and the general public.”
“Television programs will help us reach a wider audience and better understand consumers’ needs so we will be able to stay relevant and to introduce products, services and campaigns that make sense. Workpoint is our natural choice of partner because they have produced so many quality and creative programs.
They are a professional and they understand what the consumers need. This will help us further strengthen and promote our brand.”
“We believe “One Night Genius” will easily become a hit. This is because it will blend the right amount of knowledge with the right amount of fun. Contestants will have to use their intellect, experience and speed to overcome fellow contestants and snatch One Million Baht prize.”
KTC is investing over 180 Million Baht in the production of this program. Seven marketing partners invited as primary sponsors are PTT Pubilc Company Litmited, Happy, Pre-paid Phone by DTAC, Bangkok Airways, Saha Pathanapibul Public Company Limited, FUJI GROUP, Thai Samsung Electronics and Pepsi. This is the new dimension of its kind in cooperation between partnership marketing.
“One Night Genius” is the first reality quiz show in Thailand to be designed and created completely by Thai people to reflect the demands of audience who are mostly Thai. The program will create a sense of fun and excitement and contestants from different walks of life will be selected. They will not have to be a celebrity but they will have to prove their intelligence by resolving the problems presented. Location will be changed for every episode. Winner will return home with One Million Baht prize every week —an unprecedented offering. “One Night Genius” will be screened every Monday from 22.30 to 23.30 hours on Channel 3 MCOT. First screening is scheduled for July 3, 2006.
“We have always been building our brand using active marketing strategies. That is why our products and services are unique and clearly differ from those of our competitors. We also believe that this new marketing strategy will help immensely with the growth of our client base.”, said Mr. Niwatt in conclusion.
For more information:
Public and Corporate Affairs Department
Krungthai Card Public Company Limited
Kandtharat Chermchitphong Tel. 0-2665-5057
Suchada Weerasakulrak Tel. 0-2665-5732
Fax. 0-2665-5046
E-mail: ktc_pr@ktc.co.th
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