Bangkok--12 Jul--AIS SAWASDEE LAUNCHES THE LATEST CAMPAIGN “SAWASDEE LOOK-TOONG TUA THAI” HIGHLIGHTING NETWORK QUALITY TO ATTACH TO FOLKS IN UPCOUNTRY “Sawasdee,” the first and only brand steadily dominating the upcountry market, recently launched the new campaign “Sawasdee Look-Toong Tua Thai” with the concept “The North, the Northeast, the Central, and the South, We use Sawasdee” expected to win customers’ trust with network quality reaching countrywide coverage, underlying the new communication strategy “Localization,” compiling the favorite country singers throughout Thailand to communicate the concept with target group focusing on localized satisfaction. Mr. Somchai Lertsutiwong, EVP Marketing of Advanced Info Service Plc. or AIS, unveiled “Sawasdee is considered the only mobile phone service brand that has clearly been marketed to penetrate target group in upcountry exploiting a broad array of strengths including network quality, packages tailored to meet customer demands and brand creation. Therefore, “Sawasdee” has always been the selected brand evidenced by over 5 million customers to date. For the continual service quality assurance, “Sawasdee” has launched the latest campaign named “Sawasdee Look-Toong Tua Thai” under the concept “The North, the Northeast, the Central and the South, We use Sawasdee” to place “Sawasdee” in customers’ mind and to become the first brand recognized and chosen by customers. In order to effectively communicate the brand “Sawasdee” with the target group in upcountry, we have introduced the trendsetting communication strategy “Localization” conducted through country music, which attracts, according to the survey results, the folks in upcountry due to easy-listening melodies, straightforward lyrics, tuneful tones and development obviously portraying their walks of life, social conditions, ideologies and Thai cultures. “Sawasdee” compile popular singers from various regions to communicate through dual marketing activities including; 1. The brand new movie ads making the phenomenal chapter of the Thai country music industry, “Sawasdee,” features 4 favorite artists from 4 music houses to wholeheartedly communicate to customers in 4 regions. Fon-Tanasoonthorn from Sure Audio represents the Central region, followed by Grammy Gold’s P-Saderd for the northeast, R Siam’s Bawwee for the south and Youto’s Lew-Ajareeya for the north. The 4 artists are considered the greatest contemporary artists existing in the mind of people in 4 regions. The four artists will illustrate the concept through the exclusive song in the movie ads composed by Khru Lop Burirat, the country music maestro who is a National Artist. Moreover, Sawasdee Customers are able to free download these exclusive songs. (The value is in accordance with GPRS Packages.) 2. “Sawasdee” gathers the nationwide popular artists to join the marketing activities. Customers can vote their favorite rising star artists through the radio program on FM95 Metro Country broadcasting nationwide. A series of 13 on-tour concerts will be hosted throughout the country to entertain, delight and impress customers. We believe that the campaign “Sawasdee Loong-Toong Tua Thai,” beginning from today until the end of this year, will place “Sawasdee” to be the brand staying close to Thai folks countrywide onwards.” Somchai concluded. Media Contact: Public Relations, AIS: Chatkul Soontronbura Mobile 081-846-9889 , Email [email protected] Click for photo release at www.thaipr.net