Amway woos members

Developed by Monday, the spin-off agency from Y&R Thailand, the ‘Amway member’ campaign comprises three TV spots, as well as magazine and banner ads. The activity will run until the end of this month.

The US-based company, which sells a variety of cosmetic, toiletry and nutritional products through local representatives, has ambitious plans for the Thai market and intends to grow its business to achieve 20 billion baht in sales over the next five years.

There are 740,000 Amway members in Thailand, and the company posted 2007 sales of $297 million.

Preecha Prakobit, managing director of Amway Thailand, acknowledged that the Thai economy and political conditions might not be ideal for growth, but insisted the company is determined to convince  customers to sign up as members and use their products over the long-term. Members can buy Amway products at a special rate.

The direct sales firm has lowered annual membership fees to $2 from $8 previously and bundled various benefits for its members that include a point collection system to exchange for prizes as well as credit card privileges.

The company expects the campaign to help boost membership by by 15 per cent this year, a faster pace than the five to 10 per cent growth seen in previous years.

The ‘Angel’ TV spot promotes the Artistry Pure Essence whitening facial care product and features a businessman who is bowled over by a woman he passes on the street.

The second spot, ‘Run’, pushes Nutrilite multi-vitamins. It features a couple who encounter various obstacles during their excursion, including a mad dog and heavy downpours.

The tools they use to confront their unfortunate circumstances symbolise the nutrition supplements - which cannot be communicated directly due to restrictions from the country’s Food and Drug Administration.

A third spot promotes Glister toothpaste. The ad shows the brand’s cleaning properties on a car, ending with a push for the member scheme.