DTAC maximises high-end targets

<P>BANGKOK: Mobile telco DTAC has rolled out a new through-the-line campaign to refocus its Maximise offer among high-end consumers.</P> <P><BR>"The target audience for Maximise is those with medium to high spending habits, with heavy mobile phone usage. Aged between 25 to 45, they could be white collar workers, entrepreneurs or small retailers, with a monthly income of 20,000 to 80,000 baht (US$530 to $3,200)," said Songkran Sethesompobe, MD, Creative Juice\G1, the agency behind the campaign. </P> <P><BR>The blast includes a 15-second teaser, two 30-second TVCs, print, outdoor, radio and POS. The teaser, entitled 'Signature', features a man raising his hand to sign the letter 'X', with the tagline 'Life will be different'. The thematic campaigns -- 'Beyond time' and 'Secret help' -- emphasise Maximise's unlimited time allowance and secretarial service feature.</P> <P><BR>DTAC's market share at the end of 2005 was 1.4 million users out of the four million total postpaid phone market.</P>