dtac launches nationwide data-driven campaign that is #GoodforAll

Thai telco dtac has launched its new 700MHz spectrum with the #GoodforAll campaign done in collaboration with Wunderman Thompson Thailand and Google. With its improved signal, dtac aims to improve the quality of the customers' lives and businesses.

The #GoodforAll campaign adopted hyper-personalisation marketing. Customers from 50 provinces across the country were selected by dtac to receive billboard promotions, OOH, TV tie-ins and online films. Using technology and data, dtac and Wunderman Thompson produced more than 300 highly personalised creatives fror dtac's customers to find new customers using its spaces. 

According to dtac, more than 1,500 of its customers and businesses participated in this campaign. A total of 120 businesses were given free ad spaces. The campaign was further amplified with key opinion leaders and influencers, which resulted in PR coverage on mainstream media and many local publishers. The campaign has achieved more than one billion impressions with 25 million engagements, said dtac. Whereas the collaboration with Google resulted in a click-through rate at 22 times higher than the standard benchmarks. 

Dtac always believes in building deeper connections with the local communities and people, said dtac's CMO, Lih Ren How. According to Lih, what differentiates dtac from other brands will be its emotional engagement. "This campaign resonates with such vision by speaking to the hearts and minds of people in their languages," explained Lih. 

The launch of the new 700MHz spectrum is a reflection of dtac's ambition to become a network for all. According to the telco, it is committed to ensuring digital access through intensive network coverage expansion for all to reduce inequalities and empower societies with the ability to use digital technology. 

While future technology (5G) may seem appealing, director of strategy at Wunderman Thompson Thailand, Sean Ong said it is unattainable for the majority of the public. With this partnership, Wunderman Thompson aims to change the conversation of this category. With the introduction of the 700MHz, dtac was able to provide practical and tangible improvements that people need today. In fact, the dtac 700MHz network improvements increased data capabilities and coverage on existing handsets.

"These were benefits that can help drive small businesses and customers to overcome challenges they are facing now. It was more than a telecommunications network but a network of support and progress," explained Ong. MARKETING-INTERACTIVE has reached out to Wunderman Thompson for additional information.

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