Campaign: DTAC feel good cover
Client: DTAC
Period: Dec 2011 - Feb 2012
Brief:
Dtac were looking to promote their new 3G package, with no media support they required the brand image of, personalized, emotional and feel good to be contained in the core idea as hard-selling is not Dtac’s approach to marketing.
Idea:
Allow users to feel good about being able to personalize their Facebook. At the time Facebook covers were the new ‘in thing’, so we allowed users to customize their cover photos with ease using our preset ‘3G themes’.
Execution:
We had 10 themes designed for users to choose from to create their cover photo, all the user had to do was choose the template they preferred and select which photos they wanted to include, this was simple for the user and we even included theme’s that explained 3G in the artwork. Within the application itself we included promotional information regarding the Dtac promotion.
Results:
Here at BrandBaker we like to relate this campaign to self-raising flour, with a budget of 0 Baht for paid media, we had to ensure it would ‘raise’ awareness by itself once we stuck it in the oven, just like self raising flour by itself this campaign ‘raised’:
· 25,140 - application users
The average user:
· Spent 3mins using the app
· Created 2 cover photos
· 6 feedbacks (like, comment and share)
· Around 3million impressions gained