happy: My 'happy' Place

The Happy prepaid phone business, owned by Total Access Communications (TAC), wanted to increase its customer base among Thailand's university students and first-time jobbers.

happy: My 'happy' Place

Hazel Han

Campaign details

Brand owner: Total Access Communication PLCAgency: mInteractionBrand: HappyCountry: ThailandChannels used: Games and competitions, Online video, Social media, Word of mouth and viralMedia budget: Up to 500k

Executive summary

One of the two leading prepaid SIM card services in Thailand, Total Access Communication PLC owns the the Happy brand (prepaid phone business) and DTAC (postpaid phone business). Happy did not want to pass up the opportunity to increase its customer base, the main target comprising 70% of their consumer base, university students...

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