3rd 13530445
TRANSCRIPT
THAI PEOPLE SPENDING CREDIT CARD
WITH DISCIPLINLY CAMPAIGN
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or in part without prior written permission from the company.
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OUTLINE CAMPAIGN
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PART I : CAMPAIGN INFORMATIONSCAMPAIGN BACKGROUND . CAMPAIGN DETAILS . CAMPAIGN OBJECTIVES
PART II : CONCERN OF PROBLEM RESULT . CONCERN OF PROBLEM . RESERCH
PART III : CONCEPTUAL APPROACHKEY THOUGHT . THINKING STRATEGIES . CONCEPTUAL APPROACH
PART IV : COMMUNICATION PLANREFFERENCE . THE EXECUTIONS
Saturday, September 28, 13
PART ICAMPAIGN INFORMATIONS
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or in part without prior written permission from the company.
CAMPAIGN BACKGROUND . CAMPAIGN DETAILS . CAMPAIGN OBJECTIVES
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CAMPAIGN INFORMATIONSTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
REASON & WHY�³�¥Â�¥�¶�Â�|�¬¶Ê��¸Ê�Å��´¥Å�n�·©¶��¥²�µ©³��¯����³Ê©Æ��Æ£m©m´�²Â�|��¥¶«³��¥n´��n´�¥n´�¯´´¥�¥¹¯n´�¥n´��m´�È�§n©�¥³��µ¥²�n©¤�³�¥Â�¥�¶�ç²Â�¶�¬�� ¥´²¬Ê¶��·Ê�³�¥Â�¥�¶�£¯�Ån�¹¯�¯�¬�¯��©´£¬²�©�¬�´¤Ã§²�©´£��n¯��´¥Æ�nÅ��³��·�·Ê�n¯��´¥Å�n�m´¤��³��³Ë��´¥�©��º£�´¥Å�n�m´¤�¯���¯��¸�Â�|�Â¥¹Ê¯�¬µ�³�§µ�³��n�� ¥´²�©¥�·Ê�²£·�´¥©´�Ã��ç²�©��º£�´¥Å�nÂ�¶��¯���¯�Æ£mÅnÂ�¶��´¥¥´¤Æ�n� ¹Ê¯Æ£mÅnÂ�¶�Â�|��·Ë�³��£Å�¢´¤©³��n´��n´
´�Â¥´¥»n�³�Å�n¥¹¯�¥²Ä¤��q�´�Ä�¥Ä£�³Ê�¥¹¯¬¶��¶ ¶Âª«Â¥´�É�²Æ�n�¥²Ä¤��q�´��³�¥Â�¥�¶�£´��¸Ë��ç²Æ£m��Â�|��´¬�¯��³�¥Â�¥�¶�¯·��n©¤
Saturday, September 28, 13
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or in part without prior written permission from the company.
PART IICONCERN OF PROBLEM
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RESULT . CONCERN OF PROBLEM . RESERCH
Saturday, September 28, 13
CONCERN OF PROBLEMTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
LIFE IS A JOURNEY FOR ORDINARY PEOPLE, BUT FOR THOSE WHO THINK DIFFERENT , WHO INSPIRE PEOPLE , WHO INFLUENCE THE WORLD , WHO CHANGE THE WAY OF LIVING .... THE GAME CHANGERS, THEY LIVE THEIR
LIFE FOR IT, EVERY MINUTE IS COUNT, THEY LEAD THEIR OWN DESTINATION, THEY LIVE THE JOURNEY !
WHY?
THAI PEOPLE HAVE A DEBT�§©¶�³¤Å��¥³Ë��·Ê¬¯���´��§ºm£�³©¯¤m´��µ�©��������
Saturday, September 28, 13
CONCERN OF PROBLEMTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
ÁÕ¡ÒÃ㪌¨‹Ò¼Դ �µÅn�©´£¬´£´¥�Å��´¥�m´¤�¹�äm§�§³�«�²¥»�Ã���´¥Å�n�m´¤�³�¥Â�¥�¶�£·§´�§´¤Ã���§³�Èçn©�É�¹¯�´¥�µÆ��µ¥²Ä�¤Æ£m�n¯��m´¤Â�¶�¬�
Ã�m�z��º�³�£·¥»�Ã��Å£m�·Ê�µÅn����Â�¶�¬��´��³�¥Â�¥�¶�Æ�n��³Ë�£·�¯�Â�·Ë¤¬»�£´��ç²�µ§³�Â�|��·Ê�¶¤£
¶Í¹à§Ô¹Ê´ �µ¥²¬¶��n´Ã§²�¥¶�´¥ �m´Â�¶��´�¥¹¯�Â�¶£�˵£³� Å�nÂ�|�¬m©�§�
Saturday, September 28, 13
CONCERN OF PROBLEMTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
�µ©m´©¶�³¤¯´�£´¤�¸��´¥�m´¤�¹�Â�É£�µ�©��Ã�m´�Æ£m¬´£´¥��m´¤�¹�Æ�n�¹¯�´¥Å�n�³�¥Â�¥�¶� ¹Ê¯�m¯�·Ë
�����m´¤�¹�Ã�m�³Ë��ʵ¥¹¯�´�¬m©��³��´�©³��§¯��¯�Â�·Ë¤��´���´�´¥�²�µ�´¥�³��¯�Â�·Ë¤�³��³Ë�Ã�m©³��·ÊÅ�n�m´¤�Æ£mÅ�n§³��´��¥��µ��
����¬´£´¥��m´¤�¹�Â�É£�µ�©�Æ�n�²Æ£mÂ�¶��´¥Â¬·¤�¯�Â�·Ë¤�¸Ë�Å��´¥Å�n�m´¤
Saturday, September 28, 13
CONCERN OF PROBLEMTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
ISSUE IS
Å�³�³�¥Â�¥�¶�¯¤m´�£·©¶�³¤¬¶JUST USE IT WHEN YOU REALLY NEED MONEY
Saturday, September 28, 13
CONCERN OF PROBLEMTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
£³��¶�©m´ Æ£mÂ�|�¯²Æ¥¥¯��·ËÆ£m�m´�§³©��´��³Ë�Â�|��·ËÆ£m�·Ê�´���¯�Â�·Ë¤�ÉÃ�m������m¯�d
�n´�m´¤Æ£mÆ©�ÉÂ�|���·�©´£Æ��£·¯´¤ºÃ�m¬¯��d¯��Â¥´�ÉÆ£mÅ�m���n¯��»n��´�´¥�m¯¤È�Æ£m�n¯�¥·��¹��ÉÆ�n
Saturday, September 28, 13
CONCERN OF PROBLEMTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
ᵋ¨ÃÔ§æáÅŒÇ ¹‹Ò¡ÅÑÇ´Í¡àºÕé·Õè·Ñº¶Á¡Ñ¹ÁÒ¡æ�¯�Â�·Ë¤Â¥¶Ê£�n��·Ê�º�Â¥¶Ê£�n¯��m´¤£³�
¥n¯£�³�Â�¶��n��·Ê�n¯��µ¥²�¹���n´§¯�ä��³��»�¯�Â�·Ë¤�·Ê�º��n¯�¬·¤Æ���º�¬·¤Æ��µÆ£��n´£·©¶�³¤�²�ÉÆ£m�n¯��m´¤Ã§n©
Saturday, September 28, 13
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or in part without prior written permission from the company.
PART IIICONCEPTUAL APPROACH
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KEY THOUGHT . THINKING STRATEGIES . CONCEPTUAL APPROACH
Saturday, September 28, 13
Saturday, September 28, 13
CONCEPTUAL APPROACHTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
KEY VISUAL FOR CAMPAIGNINSPIRATION FROM S : SCARE SAVE AND SLOW
C R E D I T C A R DDEBTNESS
C R E D I T C A R DDEBTNESS DEBTNESS
C R E D I T C A R DDEBTNESS
Saturday, September 28, 13
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or in part without prior written permission from the company.
PART IVCOMMUNICATION PLAN
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PLANNING . REFFERENCE . THE EXECUTIONS
Saturday, September 28, 13
COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
COMMUNICATION PLAN : THAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
PART I : COMMUNICATION OBJECTIVE
I. AWARENESS
II. INTEREST
III. ACTION
: ¬¥n´��´¥¥³�¥»n�¸�©³��º�¥²¬��q�¯�Ä�¥��´¥¥�¥��q
: �µÄ�¥��´¥�¥��qÅn�m´¬�Å� ¹Ê¯�·Ê�§ºm£Â�i´£´¤�²Æ�nÂ�n´£´¥³�¬¹Ê¯
: £·�¶��¥¥£¥¹¯¬¹Ê¯�m´�ÈÅn�§ºm£Â�i´£´¤Æ�nÂ�¶��¶��¥¥£¥m©£�³��³�Ä�¥��´¥¥�¥��q
Saturday, September 28, 13
I. TVC
II. PRINT
III. RADIO
IV. EVENT
V. INTERACTIVE MEDIA
VI. ONLINE MEDIA
VII. SOCIAL MEDIA
COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
COMMUNICATION PLAN :THAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
PART II : COMMUNICATION TOOLS
Saturday, September 28, 13
COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
TV COMMERCIAL PRINT RADIO EVENT
38% 15% 12% 10%
Saturday, September 28, 13
COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
INTERACTIVE MEDIA ONLINE MEDIA SOCIAL MEDIA OOH (OUT OF HOME MEDIA)
10% 8% 5% 3%
Saturday, September 28, 13
COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
MEDIAS ARE
TVC TELEVISON COMMERCIAL
àÅ‹ÒàÃ×èͧÃÒÇ·ÕèÁÒ¡¨Ò¡ BASE ON TRUE STORYÄ��Â¥¹Ê¯��²£´�´�Â¥¹Ê¯��·ÊÂ�¶��¸Ë��¥¶���n¯£»§�²�µ£´�´���¥»n�³�
¥¹¯Â¥¹Ê¯�¥´©�´��´�¯¶�Â�¯¥qÂ�É� ¹Ê¯Ån¬¹Ê¯�»�m´Â�¹Ê¯�¹¯�ç²�µÅn�¥²�³��¶�Æ�n�³��·Â£¹Ê¯¥³��£¬¹Ê¯
Saturday, September 28, 13
COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
MEDIAS ARE
¬Ê¹¯¬¹Ê� ¶£ q�²£ºm�Â�n� INFORMATIVE¯´�²£·�´¥§�§´�§´¤¬¹Ê¯¬¶Ê� ¶£ q�Â�m���¶�¤¬´¥��³�¬¹¯ ¶£ q
 ¹Ê¯Â�|��´¥�OHDG�Ån£´¬¹Ê¯¯¹Ê���²Æ�n ¶Ê£�n¯£»§ÅnÃ�m�»n¥³�¬´¥
Saturday, September 28, 13
COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
MEDIAS ARE
RADIO
¬¹Ê¯©¶�¤ºÂ ¶Ê£�©´£Ã ¥m§´¤ PUBLISH ¥´²�§ºm£Â�i´£´¤£³��²Â�c�©¶�¤º¥²©m´�Â�¶��´�
�´¥�µ¬¹Ê¯©¶�¤º�²�m©¤¬¹Ê¯¬´¥�³��§ºm£Â�i´£´¤Æ�n¯¤m´��·
Saturday, September 28, 13
COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
MEDIAS ARE
OOH (OUT OF HOME MEDIA)
ºÍ¡ãËŒ·ÃÒº AWARENESS�§ºm£�³©¯¤m´�£³��²�n¯��³�¥��m´��i´¤�¶§�¯¥q���i´¤¥�£§q�Â�¶��´����%76�´¥�µ¬¹Ê¯Æ�©´��´£¬�´��·Ê�·Ê�§ºm£Â�i´£´¤�m´��²¬¥n´��´¥¥³�¥»n£´�¤¶Ê��¸Ë�
Saturday, September 28, 13
COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
MEDIAS ARE
EVENT
ãËŒ¡ÅØ‹Á໇ÒËÁÒÂÁÕ ¥m©£�³�Ä�¥��´¥�¥��qACTIVITY�´��§�´¥©¶�³¤��§ºm£Â�i´£´¤£·�´¥¥³�¬¹Ê¯�·ÊÂ�|��¶��¥¥£�m¯��n´�£´�
�´¥�³��¶��¥¥£�¸Ë�£´�²�µÅn�§ºm£Â�i´£´¤Â�¶��´¥�DFWLRQ��³�Ä�¥��´¥
Saturday, September 28, 13
COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
MEDIAS ARE
INTERACTIVE MEDIA
¬¥n´��©´£�m´¬�Å��³��§ºm£Â�i´£´¤ INTEREST�¶��¥¥£�·Ë�²Ån¬¯�§³�«�²�¹¯�©´£�DZDUHPHVV��³��LQWHUHVW
粬´£´¥��µ�§ºm£Â�i´£´¤Æ�¤³�¬¹Ê¯�LQIRUPDWLYH�¯¹Ê�ÈÆ�n��²Â�|�¬¹Ê¯�·Ê�¯�¥³��³� ¦�¶�¥¥£�§ºm£Â�i´£´¤¯¤m´�£´�
Saturday, September 28, 13
COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
MEDIAS ARE
ONLINE MEDIA
¬¹Ê¯�´�¯¶�Â�¯¥qÂ�É� ACTIVE AND INTEREST ¥´²¬¹Ê¯¯¶�Â�¯¥qÂ�É�Â�|�¬¹Ê¯�·Ê�§ºm£Â�i´£´¤Â�c�¥³�¬¹Ê¯¯¤»m�§¯�©§´
�²�µÅn¬¹Ê¯�´�¯¶�Â�¯¥qÂ�É�¬´£´¥��¸��©´£¬�Å��粬¥n´��´¥�¯�Ä�nÆ�n�³��§ºm£Â�i´£´¤
Saturday, September 28, 13
COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
MEDIAS ARE
SOCIAL MEDIA
à»ÅÕ蹾ĵԡÃÃÁ¡ÅØ‹Á໇ÒËÁÒ´ŒÇ¡Òì¹Ê¯Ä�Â�·Ê¤§£·Â�·¤£·Ã ¥m§´¤�³�Å�¬³��£Å�¥È�É�n¯�£·
�³��³Ë�¬¹Ê¯�·Ë£·�¸Ë� ¹Ê¯Ån�§ºm£Â�i´£´¤Â�§·Ê¤�Ã�§� ¦�¶�¥¥£�´¥Å�n¬¹Ê¯�ÅnÂ�c�¥³�¬¹Ê¯�¯��´�Ä�¥��´¥¥���q£´�¤¶Ê��¸Ë�
REMIND
Saturday, September 28, 13
DISCOVERPAID MEDIA
TVCPRINT
RADIOMAGAZINE
EVENTOOH
FACEBOOKTWITTERAPPLICATIONGAME ONLINELINE
OWNEDASSETS
MOBILE PHONEYOUTUBE
ADDTIONALINTERACTION
POINT
SHAREEARNED MEDIA
SHARESLIKESTWEETSCOMMENTSWEBSITE
CONTENT HUB
Saturday, September 28, 13
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THANK YOUFOR WATCHING 3 RD PRESENT
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