AIS hits out with counter punch on DTAC's gaps

BANGKOK: In the face of a massive campaign launched by its closest rival, Thailand's largest cellular operator has launched a counter bid to protect its market share. The campaign from Advanced Info Service (AIS), developed by local agency SC Matchbox, is aimed at exploiting the weaknesses of its rival. The country's second largest provider, Total Access Communications (TAC), in February invested 400 million baht (about USdollars 10 million) to blanket Thailand with a total-media blitz promoting the cellular unit's new name, DTAC, and new service packages. TAC has been criticised in the past for its after-sales and network services, spurring the company to spend on improving its image and offerings. "Consumers might try DTAC, but will they stay with them?" asked Weelapon Chamanond, SC Matchbox group account director. "Many people have experienced problems with their service, and that is where we come in: we are playing off DTAC's weaknesses to promote AIS' strengths." The spots features long-time AIS subscribers extolling the virtues of the service provider and their satisfaction with it. Although Weelapon declined to specify the budget, he said AIS is going after a broad market. "The product appeals to everybody, from teenagers to 60-year-olds."

Sign In

Trouble signing in?

Reset Password: Click here

Contact Customer Support at

Customerservice@campaignasia.com