Aim
Total Access Communication’s Happy brand wanted to target consumers aged between 13-24 on Facebook. It also wanted to increase the number of its fans on Facebook considerably. The challenge for the company was to do something different on the social network rather than just “yet another promotion”.
Execution
Total Access Communication worked with MEC Thailand to create a facebook application that gives a person’s profile the look and feel of the year 1965 (in the Thai solar calendar this corresponds to the year 2499). Among the features are a photo booth and antique scripts.
All this was accompanied by a 30-second television campaign entitled 'Lucky number' which is also shot to give it a retro feel.
Results
Since its launch, the Happy brand’s Facebook page saw its fan base increase from 247,252 to 331,287. In addition 136,386 people installed the application. During the campaign, 87,480 users were talking about the application on an average every day, with 70,000 new 'likes'. As a result of the success of the campaign, similar applications such as the Ramayana Facebook have also taken off.