Bangkok--30 Apr--Aziam Burson-Marsteller
ING Life joins Pepsi to bring the “Watch Pitchside with ING & Pepsi” promotion to Thai fans
Strengthen its brand while reinforcing its leadership in the life insurance industry
ING Life Thailand strengthens its brand positioning within the life insurance arena by announcing its bold collaboration with Pepsi, the leading soft drink brand, to organize the “Watch Pitchside with ING & Pepsi” promotion, which brings an exclusive world-class football experience to Thai fans.
Rajesh Sethi, President and Chief Executive Officer, ING Life Thailand said, “One of our key marketing objectives is to increase awareness of the ING brand. To accomplish this we are we undertaking an integrated marketing program including appropriate co-promotions with well known business partners. At ING we have tailored our strategy and tactics to changing consumer lifestyles as well as the current economic and social circumstances. Our new promotion with Pepsi is ideally suited to the aspirations of today’s Thai football fans.”
In the current economic situation, the establishment of business alliances with non-competitive organizations is an important marketing strategy that ING Life is implementing to strengthen its brand positioning while simultaneously supporting its growth objectives in Thailand’s life insurance industry.
“Pepsi is an outstanding partner with an unparalleled network of communication channels to reach consumers nationwide and has held a wide range of activities via modern and traditional trade channels, which are our common target groups. This partnership will allow ING Life to get closer to key consumer demographics including working people, families and retailers, while ING Life is helping Pepsi bring a VIP international football experience to Thai fans,” Rajesh continued.
The new ING Life and Pepsi co-promotion called “Watch Pitchside with ING & Pepsi” offers consumers a chance to win a trip to experience the excitement of a major football match in Holland. It marks the biggest sports marketing campaign launched by the Thai life insurance and soft drink segments this year and is a unique opportunity for all of Thailand’s true football fans.
Mr. Eric Kitjatanapan, General Manager-Beverage, Pepsi-Cola (Thai) said “Pepsi has enjoyed success in sport marketing campaigns over the past decade, especially its football campaigns. Almost everywhere around the world, football is the most popular sport. Based on research, during the launch of each annual football campaign, our brand strength indicator jumped with each campaign. This demonstrates that the new generation continues to be keen on football.”
Mr. Parinya Permpanich, Marketing & Sales Operations Director for Serm Suk plc, the partnership between Pepsi and ING on the “Watch Pitchside with Pepsi & ING” promotion stems from their common passion for football aiming to give consumers a real world-class football experience and true “I Can” excitement throughout the season. Pepsi also partnered with the top-three-popular Saranae TV Show to connect with consumers nationwide both on TV and during Pepsi’s road show. These partnerships offer a win-win situation for all parties.
Mr. Ekasak Tangsujaritpunt, head of Branding and Communication said “ING has partnered with Pepsi in order to bring Thai fans a truly world-class football experience. As ING Group is the main sponsor of the Dutch Team, the special seats to the Holland vs. England match that will be granted to the winners are indeed VIP for sponsor only. Additionally, the winners will have the opportunity to join an Amsterdam package tour. The total value of the 10 prizes is Bt1.8 million. I believe this campaign will create a fun and exciting football experience for Thai consumers. We expect this initiative and our other marketing activities will help us to continue to successfully grow our business across a wide range of consumer segments.”
In the new “Watch Pitchside with ING & Pepsi” co-promotion consumers have a chance to win one of 10 grand prizes that include VIP seats at the Holland vs. England football match in Holland on 12 August 2009 and tours of Amsterdam. There are also 5 weekly prizes of 5 baht in gold, worth over Bt 5.31 million. To participate, just send in the crown of a Pepsi that has the “Pepsi I Can” symbol, together with your name, address and telephone number to the Saranae Show, P.O. Box 453, Lad Prao, Bangkok 10310 from 1 May until 10 July, 2009. Lucky draws will be held and announced weekly and the winners of the grand prizes to the Holland vs England match will be announced on 26 July 2009.
For further information, please contact:
Hongsinunt / Jittima / Satida
Aziam Burson-Marsteller
Tel. 0 2252 9871