Thai paper producer going for 15pc share

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

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