The platform consolidates old and new subsidiaries — from internet to pay-TV — under a single ‘True Convergence’ umbrella of bundled services. Developed by Leo Burnett, the campaign launches less than a year after True took over broadcaster UBC and third-largest mobile company TA Orange. Leo Burnett received the brief after a three-way pitch against roster agencies TBWA and Euro RSCG Flagship.
“The objective is to create an understanding of our convergence concept and its benefits,” said Rungfa Kiatipoj, director of marcoms, True. “It targets young working adults in Bangkok and major cities.”
“We arrived at a heartwarming tale of relationships, while weaving in the wide array of True Convergence’s services and technologies,” said On-Usa Lamliengpol, CEO of Burnett.
The TVC is based on a purportedly true story of a young boy’s bid to help his dying sister. After being told that only a miracle could save her from a rare disease, the boy posted a plea on the internet to purchase a miracle for all he could afford — 80 baht (about US$2). The email went viral and, eventually, an overseas benefactor touched by the story, paid for treatment which cured his sister.
The initiative includes press, online, outdoor and cinema advertising, with media handled by Starcom.
True is Thailand’s largest integrated communications provider, but has experienced shaky times following the takeover of UBC last September. Most recently, MTV and VH1 parted ways with the cable network after five years, defecting to rival Smile TV (Media, 17 November 2006).