TrueMove H: Giving is the best communication

This case study explains how TrueMove H, a telecoms company, promoted its 3G product in Thailand with an emotional campaign that focussed on the role of everyday communication in people's lives.

TrueMove H: Giving is the best communication

Kamonwan Saenissara and Rachot Arunphan

Campaign details

Brand owner: True CorporationLead agency: Ogilvy & Mather ThailandBrand: TrueMove HCountry: ThailandIndustry Mobile providersChannels used: Internet - microsites, Magazines - consumer, Mobile and apps, Online video, Social media, TelevisionMedia budget: 500k - 1 million

Executive summary

Amidst a dull, feature-based telecoms marketing environment and a tense, politically divided society, third-place mobile provider TrueMove H decided to redefine not only its brand, but also the very role of telecom brands in the lives of...

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