The document outlines a primary research and marketing campaign plan for HTC in Thailand over 3 months. It includes objectives to increase brand awareness, customer engagement, and internal branding. The campaign theme is "Synchronize" and slogan is "Sync your Senses". Month 1 includes employee events, dealer camps, and a balloon promotion. Month 2 has TV commercials, an augmented reality game, and reminder ads. Month 3 consists of a mobile phone race, road shows, and an online game. Post-campaign recommendations are to continue the online game and add concerts and Starbucks partnerships. The total budget is 35 million baht.

3. Primary Research

4. DO YOU KNOW HTC?

5. COMPARING TO OTHER BRANDS,
WHAT DO YOU THINK OF HTC?

6. HAVE YOU EVER HEARD OF
HTC SENSE?

7. Actual Observation of HTC
 Central World
 MBK
 Future Park Rangsit
 Fortune (IT Mall)

8. Interview VDO

9. Target Audience

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

14. Communication Message

15. Theme: Synchronize
Everything is related and
integrated with one another.

16. Theme: Synchronize
allows the mobile
itself to connect, fit in, and integrate
with our lifestyle.

17. Slogan: “Sync your Senses”
Sense of Belonging
Sense of Direction
Sense of Excitement
Sense of Experience
Sense of Security

18. Implementation Plan

20. 1st Month Campaign

21. 1. Interactive Employee Orientation
Theme: Sense of Belonging
Location: Impact Arena
 1,000 Invitations
 New HTC Uniforms Give out

22. 1. Interactive Employees Orientation Sense of belonging

23. 2. HTC Sync Your Sense Dealer Camp
Theme: Sense of Belonging
Location: Cha-Am
 Walk Rally
 HTC Sense Workshop
 Chilling Party

24. 2.HTC Sync Your Sense Dealer Camp Sense of belonging

25. 3.HTC Balloon Mania Sense of Excitement

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

27. 3.HTC Balloon Mania Sense of Excitement

28. 3.HTC Balloon Mania Sense of Excitement

29. 3.HTC Balloon Mania Sense of Excitement

30. 3.HTC Balloon Mania Sense of Excitement

31. 4. HTC Green Light
Theme: HTC Sense of Excitement
 Paste HTC logo only at the green light intersection
 On Halloween Day

32. 4.HTC Green Light Sense of Excitement

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”

34. 5. HTC Lucky 100 Sense of Experience

35. 2nd Month Campaign

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

37. 1. HTC TVC Series Sense of Security

38. 1. HTC TVC Series Sense of Security

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.

40. 2. Find me “HTC Senses” Sense of Excitement

41. 2. Find me “HTC Senses” Sense of Excitement

42. 2. Find me “HTC Senses” Sense of Excitement

43. 2. Find me “HTC Senses” Sense of Excitement

44. 2. Find me “HTC Senses” Sense of Excitement

45. 2. Find me “HTC Senses” Sense of Excitement

46. 2. Find me “HTC Senses” Sense of Excitement

47. 3rd Month Campaign

48. 1. TVC Reminder Advertising
Theme: Sense of Experience
 Clips of HTC events filmed by HTC Incredible S
smartphone.

49. 1. HTC Reminder Ad Sense of Experience

50. 1. HTC Reminder Ad Sense of Experience

51. 1. HTC Reminder Ad Sense of Experience

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.

56. 3. HTC Roadshow Sense of Experience

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

58. 4. HTC World Sync Your Senses

59. 4. HTC World Sync Your Senses

60. 4. HTC World Sync Your Senses

61. 4. HTC World Sync Your Senses

63. Post Campaign
Recommendation

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

66. Rationale

68. Total Budget Used
35,120,809 BAHT

69. Q&A

70. Group Members
514 53220 28 Chuthida Asavalarpnirundon
514 53317 28 Nuttabhumi Laosathisrawong
514 53587 28 Pananya Sonthirati
514 53638 28 Pamela Mulhern
514 53701 28 Mekkhala Mekwattana
514 53942 28 Steven Avram
514 53988 28 Siriporn Chayasunthorn
514 54032 28 Supapit Saikaew
514 54164 28 Saharat Pornmukdamanee