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THAI PEOPLE SPENDING CREDIT CARD WITH DISCIPLINLY CAMPAIGN Contents @ by Prapada Vikasikam 13530445 All Rights Reserved. The contents may not be reproduced in whole or in part without prior written permission from the company. ¥¥qÅnƤÅn³¥Â¥¶ ¯¤m´£·©¶³¤ $ C R E D I T C A R D Saturday, September 28, 13
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Page 1: 3rd 13530445

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¤

$C R E D I T C A R D

Saturday, September 28, 13

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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.

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

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

$C R E D I T C A R D

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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©¤

Saturday, September 28, 13

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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.

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©�§�

Saturday, September 28, 13

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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´¤

Saturday, September 28, 13

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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

Saturday, September 28, 13

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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

Saturday, September 28, 13

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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©

Saturday, September 28, 13

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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.

PART IIICONCEPTUAL APPROACH

$C R E D I T C A R D

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

Saturday, September 28, 13

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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.

PART IVCOMMUNICATION PLAN

$C R E D I T C A R D

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

Saturday, September 28, 13

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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%

Saturday, September 28, 13

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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¯

Saturday, September 28, 13

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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�¬´¥

Saturday, September 28, 13

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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´��·

Saturday, September 28, 13

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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�

Saturday, September 28, 13

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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�¥��´¥

Saturday, September 28, 13

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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´�£´�

Saturday, September 28, 13

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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´­£´¤

Saturday, September 28, 13

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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

Saturday, September 28, 13

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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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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.

THANK YOUFOR WATCHING 3 RD PRESENT

$C R E D I T C A R D

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