"Our primary communication objective is to aim the 'value for money' perception towards new potential target consumers," said Mathanapar Kecharananta, group account director, Y&R Thailand. "We aim to communicate the message that the expense incurred for pay-TV is nothing compared to the emotional and functional benefits the whole family gains by watching UBC."
The 360-degree campaign also brings forth the variety of programmes that UBC offers compared to free TV, added Mathanapar. Y&R created a TV campaign based on different UBC programmes which can be enjoyed by different members of the family.
One spot, 'His World', shows a lonely grandfather looking for ways to better spend his time. "Though his son pampers him with expensive gifts, it is only when they get a UBC subscription that the grandfather finally discovers meaning to his life," said Mathanapar. The spot ends with the grandfather making an elaborate chicken roast for the family that he learnt from a cookery show on UBC. "This campaign resulted in at least 300 call-ins on the day it broke, even though there were no promotions."
