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THAI PEOPLE SPENDING CREDIT CARD

WITH DISCIPLINLY CAMPAIGN

Contents @ by Prapada Vikasikam 13530445All Rights Reserved. The contents may not be reproduced in whole

or in part without prior written permission from the company.

¥�¥��qÅ­n��Æ�¤Å�n�³�¥Â�¥�¶��¯¤m´�£·©¶�³¤

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Saturday, September 28, 13

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or in part without prior written permission from the company.

OUTLINE CAMPAIGN

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PART I : CAMPAIGN INFORMATIONSCAMPAIGN BACKGROUND . CAMPAIGN DETAILS . CAMPAIGN OBJECTIVES

PART II : CONCERN OF PROBLEM RESULT . CONCERN OF PROBLEM . RESERCH

PART III : CONCEPTUAL APPROACHKEY THOUGHT . THINKING STRATEGIES . CONCEPTUAL APPROACH

PART IV : COMMUNICATION PLANREFFERENCE . THE EXECUTIONS

Saturday, September 28, 13

PART ICAMPAIGN INFORMATIONS

Contents @ by Prapada Vikasikam 13530445All Rights Reserved. The contents may not be reproduced in whole

or in part without prior written permission from the company.

CAMPAIGN BACKGROUND . CAMPAIGN DETAILS . CAMPAIGN OBJECTIVES

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Saturday, September 28, 13

CAMPAIGN INFORMATIONSTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

REASON & WHY�³�¥Â�¥�¶�Â�|�¬¶Ê�­�¸Ê�Å��´¥Å�n�·©¶��¥²�µ©³��¯����³Ê©Æ��Æ£m©m´�²Â�|��¥¶«³��¥n´��n´�¥n´�¯´­´¥�­¥¹¯­n´�¥n´��m´�È�§n©�¥³��µ¥²�n©¤�³�¥Â�¥�¶�ç²Â�¶�¬�� ¥´²¬Ê¶��·Ê�³�¥Â�¥�¶�£¯�Å­n�¹¯�¯�¬�¯��©´£¬²�©�¬�´¤Ã§²�©´£��n¯��´¥Æ�nÅ��³��·�·Ê�n¯��´¥Å�n�m´¤��³��³Ë��´¥�©��º£�´¥Å�n�m´¤�¯���¯��¸�Â�|�Â¥¹Ê¯�¬µ�³�§µ�³��n�� ¥´²�©¥�·Ê�²£·�´¥©´�Ã��ç²�©��º£�´¥Å�nÂ�¶��¯���¯�Æ£mÅ­nÂ�¶��´¥¥´¤Æ�n� ¹Ê¯Æ£mÅ­nÂ�¶�Â�|�­�·Ë�³��£Å�¢´¤©³��n´�­�n´

­´�Â¥´¥»n�³�Å�n­¥¹¯�¥²Ä¤��q�´�Ä�¥Ä£�³Ê�­¥¹¯¬¶��¶ ¶Âª«Â¥´�É�²Æ�n�¥²Ä¤��q�´��³�¥Â�¥�¶�£´��¸Ë��ç²Æ£m��Â�|��´¬�¯��³�¥Â�¥�¶�¯·��n©¤

Saturday, September 28, 13

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or in part without prior written permission from the company.

PART IICONCERN OF PROBLEM

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RESULT . CONCERN OF PROBLEM . RESERCH

Saturday, September 28, 13

CONCERN OF PROBLEMTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

LIFE IS A JOURNEY FOR ORDINARY PEOPLE, BUT FOR THOSE WHO THINK DIFFERENT , WHO INSPIRE PEOPLE , WHO INFLUENCE THE WORLD , WHO CHANGE THE WAY OF LIVING .... THE GAME CHANGERS, THEY LIVE THEIR

LIFE FOR IT, EVERY MINUTE IS COUNT, THEY LEAD THEIR OWN DESTINATION, THEY LIVE THE JOURNEY !

WHY?

THAI PEOPLE HAVE A DEBT�§©¶�³¤Å��¥³Ë��·Ê¬¯���´��§ºm£�³©¯¤m´��µ�©��������

Saturday, September 28, 13

CONCERN OF PROBLEMTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

ÁÕ¡ÒÃ㪌¨‹Ò¼Դ �µÅ­n�©´£¬´£´¥�Å��´¥�m´¤�¹�äm§�§³�«�²¥»�Ã���´¥Å�n�m´¤�³�¥Â�¥�¶�£·­§´�­§´¤Ã���­§³�Èçn©�É�¹¯�´¥�µÆ��µ¥²Ä�¤Æ£m�n¯��m´¤Â�¶�¬�

Ã�m�z��º�³�£·¥»�Ã��Å­£m�·Ê�µÅ­n����Â�¶�¬��´��³�¥Â�¥�¶�Æ�n��³Ë�£·�¯�Â�·Ë¤¬»�£´��ç²�µ§³�Â�|��·Ê�¶¤£

¶Í¹à§Ô¹Ê´ �µ¥²¬¶��n´Ã§²�¥¶�´¥ �m´Â�¶��´�­¥¹¯�Â�¶£�˵£³� Å�nÂ�|�¬m©�§�

Saturday, September 28, 13

CONCERN OF PROBLEMTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

�µ©m´©¶�³¤¯´�­£´¤�¸��´¥�m´¤�¹�Â�É£�µ�©��Ã�m­´�Æ£m¬´£´¥��m´¤�¹�Æ�n�¹¯�´¥Å�n�³�¥Â�¥�¶� ¹Ê¯�m¯­�·Ë

�����m´¤�¹�Ã�m�³Ë��ʵ­¥¹¯�´�¬m©��³��´�©³��§¯��¯�Â�·Ë¤��´���´�´¥�²�µ�´¥�³��¯�Â�·Ë¤�³��³Ë�Ã�m©³��·ÊÅ�n�m´¤�Æ£mÅ�n­§³��´��¥��µ­��

����¬´£´¥��m´¤�¹�Â�É£�µ�©�Æ�n�²Æ£mÂ�¶��´¥Â¬·¤�¯�Â�·Ë¤�¸Ë�Å��´¥Å�n�m´¤

Saturday, September 28, 13

CONCERN OF PROBLEMTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

ISSUE IS

Å�³�³�¥Â�¥�¶�¯¤m´�£·©¶�³¤¬¶JUST USE IT WHEN YOU REALLY NEED MONEY

Saturday, September 28, 13

CONCERN OF PROBLEMTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

£³��¶�©m´ Æ£mÂ�|�¯²Æ¥­¥¯�­�·ËÆ£m�m´�§³©��´��³Ë�Â�|�­�·ËÆ£m�·Ê�´���¯�Â�·Ë¤�ÉÃ�m������m¯�d

�n´�m´¤Æ£mÆ­©�ÉÂ�|���·�©´£Æ��£·¯´¤ºÃ�m¬¯��d¯��Â¥´�ÉÆ£mÅ�m���n¯��»n��´�´¥�m¯¤È�Æ£m�n¯�¥·��¹��ÉÆ�n

Saturday, September 28, 13

CONCERN OF PROBLEMTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

ᵋ¨ÃÔ§æáÅŒÇ ¹‹Ò¡ÅÑÇ´Í¡àºÕé·Õè·Ñº¶Á¡Ñ¹ÁÒ¡æ�¯�Â�·Ë¤Â¥¶Ê£�n��·Ê�º�Â¥¶Ê£�n¯��m´¤£³�

 ¥n¯£�³�Â�¶��n��·Ê�n¯��µ¥²�¹���n´§¯�ä��³��»�¯�Â�·Ë¤�·Ê�º��n¯�¬·¤Æ���º�¬·¤Æ��µÆ£��n´£·©¶�³¤�²�ÉÆ£m�n¯��m´¤Ã§n©

Saturday, September 28, 13

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or in part without prior written permission from the company.

PART IIICONCEPTUAL APPROACH

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KEY THOUGHT . THINKING STRATEGIES . CONCEPTUAL APPROACH

Saturday, September 28, 13

Saturday, September 28, 13

CONCEPTUAL APPROACHTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

KEY VISUAL FOR CAMPAIGNINSPIRATION FROM S : SCARE SAVE AND SLOW

C R E D I T C A R DDEBTNESS

C R E D I T C A R DDEBTNESS DEBTNESS

C R E D I T C A R DDEBTNESS

Saturday, September 28, 13

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or in part without prior written permission from the company.

PART IVCOMMUNICATION PLAN

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PLANNING . REFFERENCE . THE EXECUTIONS

Saturday, September 28, 13

COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

COMMUNICATION PLAN : THAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

PART I : COMMUNICATION OBJECTIVE

I. AWARENESS

II. INTEREST

III. ACTION

: ¬¥n´��´¥¥³�¥»n�¸�©³��º�¥²¬��q�¯�Ä�¥��´¥¥�¥��q

: �µÄ�¥��´¥�¥��qÅ­n�m´¬�Å� ¹Ê¯�·Ê�§ºm£Â�i´­£´¤�²Æ�nÂ�n´£´¥³�¬¹Ê¯

: £·�¶��¥¥£­¥¹¯¬¹Ê¯�m´�ÈÅ­n�§ºm£Â�i´­£´¤Æ�nÂ�¶��¶��¥¥£¥m©£�³��³�Ä�¥��´¥¥�¥��q

Saturday, September 28, 13

I. TVC

II. PRINT

III. RADIO

IV. EVENT

V. INTERACTIVE MEDIA

VI. ONLINE MEDIA

VII. SOCIAL MEDIA

COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

COMMUNICATION PLAN :THAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

PART II : COMMUNICATION TOOLS

Saturday, September 28, 13

COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

TV COMMERCIAL PRINT RADIO EVENT

38% 15% 12% 10%

Saturday, September 28, 13

COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

INTERACTIVE MEDIA ONLINE MEDIA SOCIAL MEDIA OOH (OUT OF HOME MEDIA)

10% 8% 5% 3%

Saturday, September 28, 13

COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

MEDIAS ARE

TVC TELEVISON COMMERCIAL

àÅ‹ÒàÃ×èͧÃÒÇ·ÕèÁÒ¡¨Ò¡ BASE ON TRUE STORYÄ��Â¥¹Ê¯��²£´�´�Â¥¹Ê¯��·ÊÂ�¶��¸Ë��¥¶���n¯£»§�²�µ£´�´���¥»n�³�

­¥¹¯Â¥¹Ê¯�¥´©�´��´�¯¶�Â�¯¥qÂ�É� ¹Ê¯Å­n¬¹Ê¯�»�m´Â�¹Ê¯�¹¯�ç²�µÅ­n�¥²­�³��¶�Æ�n�³��·Â£¹Ê¯¥³��£¬¹Ê¯

Saturday, September 28, 13

COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

MEDIAS ARE

PRINT

¬Ê¹¯¬¹Ê� ¶£ q�²£ºm�Â�n� INFORMATIVE¯´�²£·�´¥§�­§´�­§´¤¬¹Ê¯¬¶Ê� ¶£ q�Â�m���¶�¤¬´¥�­�³�¬¹¯ ¶£ q

 ¹Ê¯Â�|��´¥�OHDG�Å­n£´¬¹Ê¯¯¹Ê���²Æ�n ¶Ê£�n¯£»§Å­nÃ�m�»n¥³�¬´¥

Saturday, September 28, 13

COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

MEDIAS ARE

RADIO

¬¹Ê¯©¶�¤ºÂ ¶Ê£�©´£Ã ¥m­§´¤ PUBLISH ¥´²�§ºm£Â�i´­£´¤£³��²Â�c�©¶�¤º¥²­©m´�Â�¶��´�

�´¥�µ¬¹Ê¯©¶�¤º�²�m©¤¬¹Ê¯¬´¥�³��§ºm£Â�i´­£´¤Æ�n¯¤m´��·

Saturday, September 28, 13

COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

MEDIAS ARE

OOH (OUT OF HOME MEDIA)

ºÍ¡ãËŒ·ÃÒº AWARENESS�§ºm£�³©¯¤m´�£³��²�n¯��³�¥��m´��i´¤�¶§�¯¥q���i´¤¥�£§q�Â�¶��´����%76�´¥�µ¬¹Ê¯Æ�©´��´£¬�´��·Ê�·Ê�§ºm£Â�i´­£´¤�m´��²¬¥n´��´¥¥³�¥»n£´�¤¶Ê��¸Ë�

Saturday, September 28, 13

COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

MEDIAS ARE

EVENT

ãËŒ¡ÅØ‹Á໇ÒËÁÒÂÁÕ ¥m©£�³�Ä�¥��´¥�¥��qACTIVITY�´��§�´¥©¶�³¤��§ºm£Â�i´­£´¤£·�´¥¥³�¬¹Ê¯�·ÊÂ�|��¶��¥¥£�m¯��n´�£´�

�´¥�³��¶��¥¥£�¸Ë�£´�²�µÅ­n�§ºm£Â�i´­£´¤Â�¶��´¥�DFWLRQ��³�Ä�¥��´¥

Saturday, September 28, 13

COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

MEDIAS ARE

INTERACTIVE MEDIA

¬¥n´��©´£�m´¬�Å��³��§ºm£Â�i´­£´¤ INTEREST�¶��¥¥£�·Ë�²Å­n¬¯�§³�«�²�¹¯�©´£�DZDUHPHVV��³��LQWHUHVW

粬´£´¥��µ�§ºm£Â�i´­£´¤Æ�¤³�¬¹Ê¯�LQIRUPDWLYH�¯¹Ê�ÈÆ�n��²Â�|�¬¹Ê¯�·Ê�¯�¥³��³� ¦�¶�¥¥£�§ºm£Â�i´­£´¤¯¤m´�£´�

Saturday, September 28, 13

COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

MEDIAS ARE

ONLINE MEDIA

¬¹Ê¯�´�¯¶�Â�¯¥qÂ�É� ACTIVE AND INTEREST ¥´²¬¹Ê¯¯¶�Â�¯¥qÂ�É�Â�|�¬¹Ê¯�·Ê�§ºm£Â�i´­£´¤Â�c�¥³�¬¹Ê¯¯¤»m�§¯�©§´

�²�µÅ­n¬¹Ê¯�´�¯¶�Â�¯¥qÂ�É�¬´£´¥��¸��©´£¬�Å��粬¥n´��´¥�¯�Ä�nÆ�n�³��§ºm£Â�i´­£´¤

Saturday, September 28, 13

COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN

MEDIAS ARE

SOCIAL MEDIA

à»ÅÕ蹾ĵԡÃÃÁ¡ÅØ‹Á໇ÒËÁÒ´ŒÇ¡Òì¹Ê¯Ä�Â�·Ê¤§£·Â�·¤£·Ã ¥m­§´¤�³�Å�¬³��£Å�¥È�É�n¯�£·

�³��³Ë�¬¹Ê¯�·Ë£·�¸Ë� ¹Ê¯Å­n�§ºm£Â�i´­£´¤Â�§·Ê¤�Ã�§� ¦�¶�¥¥£�´¥Å�n¬¹Ê¯�Å­nÂ�c�¥³�¬¹Ê¯�¯��´�Ä�¥��´¥¥���q£´�¤¶Ê��¸Ë�

REMIND

Saturday, September 28, 13

DISCOVERPAID MEDIA

TVCPRINT

RADIOMAGAZINE

EVENTOOH

FACEBOOKTWITTERAPPLICATIONGAME ONLINELINE

OWNEDASSETS

MOBILE PHONEYOUTUBE

ADDTIONALINTERACTION

POINT

SHAREEARNED MEDIA

SHARESLIKESTWEETSCOMMENTSWEBSITE

CONTENT HUB

Saturday, September 28, 13

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THANK YOUFOR WATCHING 3 RD PRESENT

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