Bangkok--9 Nov--DTAC
Toyota, Yamaha, Motorola and Happy from DTAC announced today their first joint marketing campaign, based on the ‘customer mobility’ concept, to allow consumers to stand a chance to win a wide range of prizes.
The “Bat 60 Chock Hok Sai” (Bt60 card for Luckiness) campaign also marks the first time that different industries can promote their products through Happy’s refill cards.
DTAC’s Chief Executive Officer Sigve Brekke said the partnership saw leading companies in mobility businesses joined hands to embark on an unprecedented move to give additional benefits to customers. For example, whenever the customers buy the Bt60 card, they will then stand a chance to win a Toyota van, a Yamaha’s motorcycle or a Motorola handset. The lucky draw is also to promote Happy’s refill card which is widely accessible by the mass market. The new refill card edition, priced at 60 baht, has been specially produced for joint promotional campaign with Happy’s partners, allowing Happy to feature the partners’ respective products on its refill cards. The campaign also saw a change of market’s focus from acquisition to refill marketing.
Praphan Phornthanavarsit, Chief Operating Officer, Thai Yamaha Motor Co., Ltd believed that the campaign would increase Yamaha FINO popularity among a wider group of consumers. Currently the most popular motorcycle in the market, FINO would help attract more consumers to participate in the lucky campaign. Yamaha and Happy have also joined hands in organizing a series of product road shows in several provinces before.
Chongruk Sakulpakdee, Thailand Country Manager, Motorola (Thailand) Ltd. said customers buying Happy’s Bt60 refill cards would stand a chance to win MOTORAZR V3i, a real seamless mobility device. Apart from this campaign, Motorola and Happy have been partners in holding several marketing activities several times. For example, Happy joined in MotoBus campaign while Motorola had also participated in several Happy’s upcountry activities. The partnership has become a platform for long-term cooperation.
Vudhigorn Suriyachantananont, Vice President, Toyota Motor Thailand , Ltd. said Toyota decided to join the Happy’s campaign because it recognized the significance of such campaign which lets Happy and its partners cooperate in doing other cross promotional activities in the future. The Hilux Vigo vans are also believed to be one of the magnets drawing more people into the lucky campaign.
Under the campaign, Happy produced a special Bt60 refill card edition, coming with 10 designs to choose from, each feature one of the partners’ products including Toyota Hilux Vigo, Yamaha FINO and MOTORAZR V3i handset. Customers can then choose the card showing the product they would like to win before sending the detached part of the card to PO.BOX 344, Hua Lum Pong, Bangkok, 10331, to enter the lucky draw. The lucky campaign is open until 20 February 2007. Up for grab are 5 Toyota Hilux Vigo, worth 574,000 baht each, 60 Yamaha FINO, worth 41,000 baht each, and 100 MOTORAZR V3i, worth 11,500 baht each.
Customers can watch the lucky draw every Sunday at 17.50 hrs on TV channel 7. The first program will run on Sunday 3 December 2006 and the last one on Sunday 25 February 2007. Apart from the TV program, the campaign will be promoted through advertising and other media channels including publicities at points of sales.
The Happy Bt60 refill card is available at all DTAC shops and Happy’s distribution channels nationwide. The card has 60 baht worth of airtime and 4-day validity.
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