SATELLITE & CABLE: Starcom Thailand media ideas that click

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

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