CASE STUDY

DTAC

THE SITUATION

There are approximately 5 million migrant workers in Thailand, some registered with the government with others pending registration. This constituency represents up to 8% of total population resident in Thailand and they play a significant role in the workforce and in driving the economy. They earn wages and spend their hard-earned money consciously.

The workers – who come from surrounding countries of Indochina – live in their own communities. Although they sometimes mix with Thais, they have different media consumption habits due to culture, language, conditions of their work, and where they live. There is no direct media channel targeted to these groups, leaving these groups largely untapped as a new market opportunity for brands.

THE CHALLENGE

DTAC, one of the leading telecommunication providers, aims to capture this sizable workers market, but can’t rely on mass communication or targeted communication crafted for Thai consumers.

We need to talk to them in their own language within an environment they trust and offer specially designed products & services that they need.

THE IDEA

riverorchid Thailand has spent 5 years to map locations, and study movements and behaviors of these groups. We worked closely with DTAC to create ground activation teams going to where they work, live, and where they register themselves. Once there, we offer them a specially designed SIM cards – for example, the Myanmar SIM card which offers the likes of cheaper calls amongst Myanmarese SIM, and culturally resonant VAS services (eg Myanmar ring tone and ring back tone songs). With an in-bound and out-bound call centre, we can register Myanmar SIM users into a data base for Myanmar SMS blasts. Specific media has also been employed at border check points, on boats, and with billboards placed to address the Myanmar community. In this way, DTAC and riverorchid Thailand pioneered and crafted unique communication and business solutions tapping previously unnoticed and untapped market within an otherwise highly competitive market.

THE RESULTS

DTAC claims an approximate 70% market share of the migrant workers population – significantly higher than the brand’s overall nationwide share.