Brand Owner: Happy
Date: December 2005
Media Agency: Mediaedge:cia
Media Channels: Category breaker
The marketing challenge for Happy, a prepaid mobile brand in Thailand, in the fourth quarter of 2005 was to strengthen the brand, which had been introduced only a year earlier.
The idea was to present the brand to consumers on media occasions when they felt happy. Research indicated that most consumers felt happy when given gifts, especially flowers.
Thailand was benefiting from a boom in florists, but most consumers found florists' gift-card selections very poor. Often, they would bring their own to use.
Mediaedge:cia looked to fill this gap by providing Happy cards. Designs would reinforce the Happy brand by using related slogans such as "Happy to see your smile" and "Get well soon and be happy."
The agency placed 20,000 cards in three busy flower shops as a trial, offering purchasers a better selection of greetings to send and providing recipients with nicer cards.
Shop owners reported that consumers spent more time choosing their cards and were happier with the end results. Happy planned to continue the strategy in 2006 and extend it to other shops.
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