SATELLITE & CABLE: Starcom Thailand media ideas that click

<p>Bank of Asia (BOA) was ready to launch its new and improved website </p><p>to replace its existing site. </p><p><BR><BR> </p><p>Leo Burnett and Starcom were appointed the task to relaunch the site </p><p>with a budget of 20 million baht (USdollars 500,000). </p><p><BR><BR> </p><p>The agency had won the business over OMD, Result and Maximise because of </p><p>its understanding of the BOA brand - "Innovative, Progressive and </p><p>Technologically-oriented". </p><p><BR><BR> </p><p>The agency proposed an innovative media idea to fit the brand essence, </p><p>which won it the whole BOA business. </p><p><BR><BR> </p><p>The challenge was that Thai consumers were constantly bombarded with </p><p>advertising messages promoting new websites, including bank, finance, </p><p>shopping, auction and job/recruitment sites. </p><p><BR><BR> </p><p>The objective was to encourage Internet users to visit the site and </p><p>enroll to access additional services. </p><p><BR><BR> </p><p>The primary target group comprised current Internet users, who accessed </p><p>the 'Net everyday during working hours. </p><p><BR><BR> </p><p>The secondary target group included mass, traditional bank users. The </p><p>agency had to break through the clutter and connect with its target </p><p>groups in a pervasive manner that reflected his or her lifestyle. </p><p><BR><BR> </p><p>The idea was to surround busy "on the go" individuals with engaging </p><p>alternative media forms. </p><p><BR><BR> </p><p>The innovative media used was the Bangkok Transit System (BTS-Sky Train) </p><p>because it was able to link media and the creative message. </p><p><BR><BR> </p><p>In addition, it offered the lowest CPM at 85 baht. </p><p><BR><BR> </p><p>The execution involved three types of message placement at every BTS </p><p>station (there are 23 stations in total). </p><p><BR><BR> </p><p>The agency placed a BTS platform floor ad and escalator ads featuring </p><p>banners. </p><p><BR><BR> </p><p>As the ad rate had never been determined, Starcom managed to negotiate a </p><p>favourable ad rate with the supplier. </p><p><BR><BR> </p><p>The idea also involved negotiations with vendors and the Bangkok </p><p>Metropolitan Authority, as well as a synergy between the media vehicle </p><p>and the creative message. </p><p><BR><BR> </p><p>The station ads were complemented with TV, radio and print campaign. </p><p><BR><BR> </p><p>A "human vehicle" of five persons per group was incorporated at stations </p><p>to generate buzz. </p><p><BR><BR> </p><p>The result was that 60 per cent of the target audience noticed the ads </p><p>on the first day. </p><p><BR><BR> </p><p>The campaign also generated exceptional "talk value". </p><p><BR><BR> </p><p>Online transactions increased by more than 70 per cent. </p><p><BR><BR> </p><p>The client decided to extend the media from three months to 12 </p><p>months. </p><p><BR><BR> </p><p>And, competitors took notice too as another agency tried to book the </p><p>media after the Starcom contract finished. </p><p><BR><BR> </p><p>- This ongoing National Geographic Showcase series features selected </p><p>material from winners and other entries in the Best Use of Media </p><p>category in MEDIA's Agency of the Year Awards 2000. </p><p><BR><BR> </p>