Sophie Chen
May 30, 2013

CASE STUDY: How WiFi-equipped dogs attracted subscribers for Dtac in Thailand

Dtac, a mobile telecommunications company in Thailand, achieved a large boost in subscribers to its WiFi-hotspot service by employing dogs as mobile data-access points.

wide player in 16:9 format. Used on article page for Campaign.

Background

Dtac launched paid WiFi service in more than 150 places across Thailand, including shopping malls, airports, and train stations. However, Dtac was among the last brands to launch such service in the country.

Aim

Faced with the challenge of promoting a service that consumers wouldn't see as new, Dtac wanted to create a groundbreaking experience to generate positive word-of-mouth and gain new subscribers.

Execution

Creative Juice Bangkok, a TBWA advertising agency, helped Dtac launch an event-based campaign on 1 March. The brand attached specially designed WiFi hotspot devices to dogs. During the events, the WiFi dogs were taken to high-traffic areas in Bangkok, including shopping centres, community malls, parks, cafes and restaurants, to offer a free trial of the brand's WiFi service.

Results

In total, 10 events involving 30 dogs took place in seven different locations during the three-week campaign period.

More than 10,000 people registered for the free trial during the events, which led to a 400 per cent increase in WiFi package subscriptions.

The campaign received 5.5 million impressions and more than 508,190 shared photos.

The content was featured on 12 TV programmes, in 42 newspapers and magazines, and on more than 100 popular websites and blogs.

 

CREDITS

Campaign Moving Wifi
Client Dtac
Agency Creative Juice Bangkok (TBWA)
Product or service Dtac Wifi
Chief creative officer Thirasak Tanapatanakul
Art directors Pitha Udomkanjananan, Thirasak Tanapatanakul
Planner Nuntwarith Thairattana
Account supervisors Pongsuree Asanasen, Promsant Jithnasilp
Event organiser B-Point
Production house Meour

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