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THAI PEOPLE SPENDING CREDIT CARD
WITH DISCIPLINLY CAMPAIGN
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or in part without prior written permission from the company.
¥�¥��qÅn��Æ�¤Å�n�³�¥Â�¥�¶��¯¤m´�£·©¶�³¤
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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
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PART ICAMPAIGN INFORMATIONS
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CAMPAIGN BACKGROUND . CAMPAIGN DETAILS . CAMPAIGN OBJECTIVES
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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©¤
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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
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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�©��������
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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©�§�
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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´¤
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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
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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
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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©
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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
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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
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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
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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
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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
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COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
TV COMMERCIAL PRINT RADIO EVENT
38% 15% 12% 10%
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COMMUNICATION PLANTHAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN
INTERACTIVE MEDIA ONLINE MEDIA SOCIAL MEDIA OOH (OUT OF HOME MEDIA)
10% 8% 5% 3%
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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¯
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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�¬´¥
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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´��·
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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�
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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�¥��´¥
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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´�£´�
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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´£´¤
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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
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DISCOVERPAID MEDIA
TVCPRINT
RADIOMAGAZINE
EVENTOOH
FACEBOOKTWITTERAPPLICATIONGAME ONLINELINE
OWNEDASSETS
MOBILE PHONEYOUTUBE
ADDTIONALINTERACTION
POINT
SHAREEARNED MEDIA
SHARESLIKESTWEETSCOMMENTSWEBSITE
CONTENT HUB
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THANK YOUFOR WATCHING 3 RD PRESENT
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