The re-edited version mixes key brand messages with target demographics into one version but still features the three characters from a former hit drama TV series that captivated Thai audiences.
said a source in the DTAC camp.
However, industry insiders are sceptical of DTAC's claim that it is re-running the campaign on the strength of the TVC's popularity. One source suggested that the timing was designed to emphasise DTAC's superior network coverage over incoming rival TA Orange at a time when the newcomer is experiencing network glitches that have delayed its launch. "I think it is a good chance for DTAC to emphasise its improved network. It gives them a marketing advantage as a result of Orange's problems,
said an industry observer.
However, DTAC marketing group director, Wanna Swuddigul, denied the claims, saying the TV campaign was part of a long-term strategy.
"Last year we spent on building awareness, but this year we are moving forward into the area of brand preference,
she said.
"The commercial is strong because it communicates to businessmen, tourists or teens that wherever you are, DTAC can reach you. The response has been very positive, so we have thought creatively how to re-run it.
"We are ahead of the competition and the fact that they keep postponing doesn't matter too much. We are trying to build brand loyalty."
The fiercest battle in the mobile telecom sector this year is expected to be between DTAC and TA Orange.
