2024-10-02 16:46:19
A report from McKinsey indicates that telecommunications companies (Telcos) can create significant value by transforming into customer-centric organizations through key strategies such as proactive communication, delivering seamless experiences, understanding and personalizing services, and continuous innovation to enhance the value of products and services. Importantly, this approach aims to increase customer satisfaction. True Corporation has created many significant phenomena focused on meeting customer needs. One of these is being the first company in Thailand to introduce the iPhone, providing Thais access to new technology along with usage on the most efficient network at that time. In 2023, True was the sole partner in Thailand to collaborate with Apple in creating the advertising campaign for the launch of the iPhone 15, and most recently for the iPhone 16, where True was also the only partner that created the advertisement titled ‘Impossible Deal of the Future.’ This work reflects True’s continuous development on the path to becoming a globally recognized player, collaborating with international creative agencies. The concept behind this advertisement showcases True’s goal of presenting the best to customers, addressing current needs while looking towards the future, centering on the customer, and providing continuous care and experience.
From the first in Thailand to import the iPhone to the only partner in Thailand producing the advertising for new iPhone models for two consecutive years
Back in 2009, True was the first to bring the iPhone to Thailand, driven by the vision of management recognizing that the iPhone’s features aligned with being the first 3G service provider in Thailand. True invested in developing a comprehensive 3G network capable of delivering the best experience for using the iPhone 3G at that time. In 2023, True continued as the sole partner to craft the iPhone 15 advertisement in cooperation with Apple, marking a significant phenomenon in Thailand’s telecommunications industry. In 2024, True will create another phenomenon by producing the iPhone advertisement for the second consecutive year. “Being the only company in Thailand to work with Apple reflects our global recognition,” Thanasak Mananuvatwech, Chief Marketing Executive of True Corporation commented, adding further.
“True shares a similar stance with Apple in the desire to innovate constantly. While Apple leads in communications equipment, True leads in telecommunications, currently providing 5G networks across Thailand and expanding to create an ecosystem that connects technology with people’s lives in every dimension. This creates convenience known as Everyday Living Tech. Over time, True has developed innovations that consistently meet customer needs, and this year, we have promotions that can be described as unprecedented. “Thinking globally while marketing to meet the needs of Thai customers (Act Local) has allowed us to gain recognition for creating high-quality international work and fully conveying the concepts of both brands.”
The most groundbreaking offer today leads to the iPhone 16 launch advertisement
True and DTAC’s iPhone promotions this year are defined as the most cutting-edge promotion, and the first in Thailand, communicated under the name ‘Time-Shift Promotion’. This intends to take care of customers who purchase the iPhone 16 for the future—guaranteeing the best price and allowing them to exchange their iPhone for a new model for free next year, provided they keep the device in good condition. This promotion was crafted based on insights, addressing customer needs for value in usage and true upgrade potential. These elements lead to the narrative in the advertisement concept of ‘Impossible Deal of the Future’, utilizing a top-tier creative team with a world-class track record. VML Group (Thailand) served as the creative agency, with Phenomena as the production house. “Given the strengths of the ‘Time-Shift Promotion’, the creative team interpreted and narrated the story through time travel, featuring a young man who travels from the future to recommend the ‘valuable promotion’ to himself in the present so he doesn’t miss the opportunity. Because the only one who might regret would be oneself. At the same time, no one can recommend the best options better than yourself,” Weerawit Suksantanun, Creative Group Head from VML Group (Thailand) shared about the origin of the concept. Each step of the work process, from idea presentation, involved collaboration with Apple to provide insights and meet customer needs collaboratively, and Kaninjan Chantrasema from Phenomena was the director, bringing the concept to life in a commercial through meticulous and careful work to meet world-class standards.
(Watch the advertisement at https://www.youtube.com/watch?v=K9Oh05a3flE&t)
Reflecting the Telco Tech identity that values the Human Touch
For those who have seen this advertisement, they will notice a storyline and visuals presented in a unique Sci-Fi style, telling the story of a young man developing himself for the future until he encounters the advertising banner for the iPhone 16 and experiences unexpected events. In terms of production, various special techniques were used to make the visuals modern, such as Face Morphing to change the character’s face. However, more profoundly, the 45-second advertisement is packed with various details reflecting True’s identity as an Innovative Telco Tech, while emphasizing the Human Touch—understanding people and customer needs, which has always been True’s strength. Here are some storytelling techniques effectively delivering True’s concepts and stance:
- Time Travel: Time travel is the core of the story, reflecting True’s advancement in developing cutting-edge technology and services that always respond to the future.
- Face Morphing: The character’s face change symbolically represents the rapid changes occurring, just as True’s network development never stops, continuously presenting new things to customers.
- Future Setting in Sci-Fi: Depicting a future with advanced technology, reflecting True’s Telco Tech identity that is leading in network technology development, truly preparing Thailand to enter a new era of communication.
- Everyday Characters: Characters are relatable to today’s consumers, including the main character who comes with self-development books, along with various supporting characters from multiple professions, illustrating True’s understanding of customer needs across all groups and adaptability to provide accessible technology services for everyone.
More than just a valuable promotion—caring for customers across time towards the future
Marketing in Thailand emphasizes value promotions for every product and service. However, True has developed and presented promotions that consider long-term customer care, not confined to just discounts or enticing temporary offers, but providing benefits that adapt to customers’ lifestyles continuously, whether today or in the future. “The longer customers stay with us, the better we can meet their needs, especially for those who like to change their iPhone every year—they can certainly rely on True’s value, regardless of whether the price of the next iPhone rises or falls. True is ready to allocate benefits well. For us, it is about building sustainable relationships and helping customers benefit from the technology and ecosystem that True has prepared for a better life,” Thanasak Mananuvatwech, Chief Marketing Executive of True Corporation concluded.
–iPhone 16 Pro with 4 reasons why it is the most worthwhile among the 4 models.