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."
