Titled 'U got friends', the integrated campaign encourages 1-2-Call subscribers to invite friends to sign up with
1-2-Call for special benefits.
The campaign features teen sensation Lydia, who has been brought on board to promote the prepaid service.
The 45-second TVC is based on the creative concept that "no one can live without friends as friendship usually brings good moments to life", according to a spokesperson from SC Matchbox, which handles the business.
The commercial depicts two strangers who meet at an island boat pier, having missed the boat returning to the mainland. The two girls become friends as they wait for the next boat and share information about AIS's new scheme.
The company is also in the process of selecting two more popular personalities to represent its GSM Advance post-paid call service and the low-cost prepaid call service, Sawasdee.
"Lydia fits well with 1-2-Call's fresh and cute image, representing the service's teenage target group," explained Chamnarn Maytaprechakul, the company's new executive vice-president marketing. "AIS will use the presenters to enhance its brands and keep up with market trends."
There are 31 million pre-paid consumers in Thailand. 1-2-Call is the market leader with 15 million pre-paid users.
Over recent months, the various mobile players have traded tit-for-tat blows, touting new price promotions to consumers, and blocking SMS messages from rival networks. In addition, worsening mobile phone traffic jams have hit many areas of the country during the evening peak period.