M-150 builds branding with salute to a royal anniversary

The latest TVC for energy drink brand M-150 has topped the latest Thailand Adwatch chart with a recall rate of 95 per cent. M-150's new branding TVC was made in anticipation of the King of Thailand celebrating 60 years on the throne. The spot features a song composed especially for the King, presented by four Thai rockers. The song uses a mixture of traditional Thai instruments and a regular orchestra. The ad will run all year on all terrestrial channels. "M-150 has not had many communication campaigns directly targeting the consumer because of the TV censorship laws and restrictions on energy drink advertising, so we produced the TVC to create brand awareness," said Kanokorn Chearanai, account executive, Spa Advertising. Local telco brand DTAC featured twice in the chart, with its Happy Dprompt brand coming in second place with a 94 per cent recall rate and its Work Mobile brand in eighth place, with an 87 per cent recall rate. The Y&R-created 'Happy' branding campaign was developed to encourage consumers to save on their mobile charges by offering several cost-saving packages tailored to suit individual needs and lifestyles. The TV spot features a comic little boy introducing different ways to save on mobile phone expenses. He gives and acts out tips which include checking the mechanics of the system often, planning your conversations before calling and, lastly, taking advantage of the promotions at 'Happy'. A number of financial brands also entered the chart including Kasikorn Bank at ninth place, the Government Savings Bank in 11th place, Bank for Agriculture in 16th place and Krung Thai Bank Service in 20th place.