Bangkok--6 Jul--APPR Media Thai Smart Card, the leader of digital cash card “Smart Purse” announces to launch a mega campaign of the year, “More Value Than Cash”, holding the key message as “ there are much more valuable things that you don’t have to buy with cash.” The message restates the concept of ‘Smart Purse’ that has been positioned as a cash substitute that is also give back value points to every purchase, no matter how small the purchase may be. Thai Smart Card will also launch a new television commercial, titled “Friends”, to make a hype with its four-legged presenter ‘”Jao Tam.” The mega campaign encompasses integrated marketing communications that restate strong consecutive branding. Value creation from cash card usage and convenience of making a payment through Smart-Purse partner kiosks nation wide will be presented throughout the campaign. “For many years, Thai Smart Card has expanded the market for Smart Purse card progressively and received terrific feedbacks from customers. Our marketing for last year focused on being convenient which we communicated the message through the TVC, “Tissue”, which was a hit, together with developing our technology and partnership creation to expand the payment points. I would like to say that Thai Smart Card achieved another successful year last year,” Mr. Chatchai Chatchaigana, Chief Commercial Officer, Thai Smart Card Co.,Ltd, said. “With positive feedback from 1.1 million card holders, we would like to show our gratitude to our customers. Therefore, we launch a mega campaign, “More Value Than Cash” that brings in the concept of Smart Purse digital cash card as a money substitute. The digital cash card not only provides convenience in daily purchasing but also gives privileges in term of collectible points. Those points can be used as cash to purchase goods and products instantly at every partner vendors. We bring these key benefits to portray in a TVC story to restate the benefit of using Smart Purse to the audience.” Under this campaign, Thai Smart Card uses integrated marketing communication strategy to drive the concept with a TVC that reflects emotions and good thinking called “Friends”. Moreover, we will have marketing activities that will be endorsed by a cute puppy, the campaign presenter from the TVC. The adorable puppy will communicate benefits of the product to be clear and more tangible, make the campaign more vivid, and restate the branding. The key message conveys the benefits and features of Smart Purse, as well as value added from “ Tam”, or collectible points from making purchase through Smart Purse. Those points can be used to purchase goods instantly. “This year, Thai Smart Card has a marketing budget of more than 150 million Baht to drive integrated marketing communications strategy to move forward along this concept. We will use various media channels such as television, newspaper, radio, print ads revolving Smart Purse kiosks to reach the target audience and increase brand awareness of Smart Purse by reaching the target group directly. We will have life-size ‘ Jao Tam’ mascots posted in Siam Square, movie theatres, vendors, and restaurants that are partners of Thai Smart Card. Also, we will have outdoor media objects such as benches and Directory Ad boards in Siam Square, where there are a lot of Smart Purse vendors located within.” “In addition, Thai Smart Card has worked cooperatively with more than 8,000 partner vendorsnation wide to deliver added value to customers in most bits of lifestyle such as dinning, entertainment, shopping, and transportation. We will have premium for the card users throughout the launch of the campaign for 3 months,” concluded Mr. Chatchai. For more information, please contact: APPR Media Company Ltd Khun Jarunee Sinchairojkul Tel: 02655-6633, [email protected] Khun Thitima Rachsombat Tel: 02655-6633, [email protected] Khun Kanawat Issarangkul Na Ayudhaya Tel: 02655-6633 Click for photo release at www.thaipr.net