Thai paper producer going for 15pc share

<p>HONG KONG: Thai paper producer Advance Agro has kicked off a </p><p>multimedia campaign in Hong Kong, its first move overseas to transform </p><p>its copy paper brand into a known office name. </p><p><BR><BR> </p><p>The company is looking to carve out a 15 per cent share of the market by </p><p>the end of next year for its Double A brand. </p><p><BR><BR> </p><p>Launched in Thailand last year, Double A recruited J. Walter Thompson to </p><p>handle its advertising campaigns in Hong Kong, Singapore, Malaysia and </p><p>Taiwan. JWT is also its agency in Thailand. </p><p><BR><BR> </p><p>The 45-second slot shows a SWAT team holding a print-out of a </p><p>suspect. </p><p><BR><BR> </p><p>Unfortunately, the picture is unclear and the police end up capturing </p><p>the wrong person. </p><p><BR><BR> </p><p>The TVC is supported by print, outdoor and direct mail. </p><p><BR><BR> </p><p>The print executions show people missing out important information when </p><p>they don't use quality paper for printouts. JWT business director Lucy </p><p>Wong said building a copy paper brand was rare in the office equipment </p><p>category. "A lot of the advertising is for big ticket items like </p><p>printers and other equipment or small scale advertising for pens and </p><p>erasers," Wong said. </p><p><BR><BR> </p><p>Advance Agro marketing director, Charnvi Jarusombathi, said: "We have </p><p>managed to capture 70 per cent market share in Thailand. We chose Hong </p><p>Kong for our overseas expansion because it is one of the biggest </p><p>commercial hubs in the region." </p><p><BR><BR> </p>