Samsung launches phone with new campaign

Samsung, which recently awarded its account to Jeh United, has rolled out a new campaign with famous Thai actress Pancake Khemanit to promote its multimedia mobile phone L700 in Thailand.

The campaign which consists of TVC, radio, print, outdoor, is targeted at urban Thais aged between 20 - 45 yrs who live in Bangkok and are seeking a phone with full multimedia features at an affordable price.

Jeh United MD Chaowapark Srikasem said that the Samsung brand was seeking to talk to Thai people in a Thai context.

The campaign, which uses the tagline ‘Unbelievable’, was based on a research study that asked people to guess how much an L700 phone cost. “Most respondents guessed the price to be 9900 Baht (US$300) while in reality it is 4950 Baht (US$150), which is unbelievable for them.