10. Primary Target
• Ailada Pettim
• Active, Fashionable, Sociable
• a 20-year-old sophomore of
Chulalongkorn University
• She loves to be the center of
attention among her friends and
wants them to see her as 'the cool
one'.
11. Primary Target
• She always uses her mobile
phone to call, chat, play
games, and many other
applications.
• She likes to update pictures
constantly on Facebook and
Twitter.
12. Secondary Target
• Phongpat Srichai
• A 32-year-old HTC dealer at MBK
Center.
• He owns a mobile shop there since
5 years ago.
• He lacks knowledge about 'HTC
Sense.' When customers ask him
about Sense, he'll always say “It's
just a new function.”
13. Campaign Objectives
To increase brand awareness and
recognition amongst target audience
by 30 percent in three months
To increase customer engagement by
30 percent in three months
To increase company’s internal
branding by 40 percent within three
months
26. 3. HTC Balloon Mania
Theme: Sense of Excitement
Location: Central World
Balloon with Invitation Ribbons
Big Green balloons around Bangkok
500 boxes, with different coupons, will be tied to a
green balloon and dropped down.
5 free phones and discounts
33. 5. HTC Lucky 100
Theme: Sense of Experience
Give out 100 HTC phones to customers for 2 weeks to
let them try.
Apply on www.htcthailand.com
5 models of HTC phones
“Lucky 100”
36. 1. Television Commercial Series
About a woman’s and a man’s daily life scenario
a) Sense of Security
– Online Phone Lock System
– Online Phone Navigation System
b) Sense of Direction
– Preview your drive
– Map with Compass
– Zero Wait Map,
– Never miss a turn
c) Sense of Excitement
– Friend Stream
– My HTC Chat
39. 2. Augmented Reality
Theme: Sense of Excitement
Location: Siam square
100 augmented reality barcodes with HTC phone
cartoons will be placed around Siam Square
4 augmented reality barcodes must be collected in
order to win.
52. 2. Hua Hin Hunt by HTC Sense
Theme: HTC Sense of Direction
HTC race is an event that will allow applicants
to experience HTC Sense through rally game.
5 applicants will be randomly selected and
paired up with 5 celebrities. Each pair will be
given 1 HTC mobile phone to use as a navigator
to find each marked location in the game.
Use Friendstream application to confirm
location
53. 2. Hua Hin Hunt by HTC Sense Sense of Direction
54. 2. Hua Hin Hunt by HTC Sense Sense of Direction
55. 3. HTC Sense Road Show
Theme: HTC Sense of Experience
Location: Digital Gateway, MBK, Fortune Town
To promote brand and product knowledge and
awareness to the public.
2 pretties will hand out brochures and persuade
people to try using HTC phone.
In the brochure, there will be discount and
augmented reality barcode shows animated HTC
phones.
57. 4. HTC World
Theme: Sync your Senses
An online social game with the concept “HTC World is the
world with lots of surprises delighting you every time.”
The player who gains the highest score will receive a 3 days
2 nights vacation with a friend at Cha-Am.
Week 1: Sync your Friends
Week 2: Flip to Silence
Week 3: HTC Delivery
Week 4: Catchy HTC Case
64. 1. HTC World (continue)
Find My Lost HTC -Sense of security
HTC Friendstream -Sense of belonging
Catch all Call – Sense of belonging
Never Miss a turn - Sense of direction
My HTC Matcher – Sense of excitement
65. 2. HTC Concert
Theme: Sense of Excitement
3. Cooperate with Starbucks for
HTC customers to use Free Wi-Fi
Theme: Sense of Belonging
