{"id":6325,"date":"2023-12-06T16:26:28","date_gmt":"2023-12-06T09:26:28","guid":{"rendered":"https:\/\/trueblog.info\/blog\/?p=6325"},"modified":"2025-10-02T11:58:57","modified_gmt":"2025-10-02T04:58:57","slug":"the-creative-thinking-of-dtac-true-commercials-2","status":"publish","type":"post","link":"https:\/\/www.true.th\/blog\/en\/the-creative-thinking-of-dtac-true-commercials-2\/","title":{"rendered":"From the insights of happiness in the modern era to the creative thinking of dtac True advertisement, which communicate the brand as a network of happiness signals."},"content":{"rendered":"\t\t
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In the era of abundant How-to content that suggests ways to create happiness, what is happiness for people?<\/p>

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According to a social listening survey conducted in Thailand for 3 months (September to November), there were over 1 million messages mentioning “happiness” on social media, with over 137.5 million engagements. Facebook was the platform with the highest number of mentions, at 55%, followed by X at 24% and Instagram at 7%.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Upon delving into the details of the data, it is found that discussions about happiness are diverse and can be summarized into the top 3 as follows:<\/p>\n

Family-related Happiness<\/strong> (29%): This includes aspects such as living life with parents, spouses, children, and friends.<\/p>\n

Entertainment-related Happiness<\/strong> (27%): This category involves activities like attending concerts, watching movies, listening to music, and following artists.<\/p>\n

Travel and Financial Happiness<\/strong> (9% each): This encompasses aspects like being debt-free, using money to drive happiness, and enjoying leisure travel.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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The diverse happiness of people is the starting point for the “dtac True 5G Happiness Express” advertisement. The intention is to communicate the brand emotionally and create smiles for viewers during the New Year festival. Within the first 7 days of its launch, this advertisement has garnered an impressive 3.9 million views on YouTube.<\/p>

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For the behind-the-scenes of creating this advertisement, the team from True Corporation includes Chanut Pattanapitoon, Head of Brand Management Department<\/strong>, and Katkanan Boonyarungsrit, Executive Marketing Manager<\/strong>. They serve as representatives to discuss the thought process, challenges, strategies used in communication, and storytelling that allow dtac True to effectively convey happiness to the audience.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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The advertisement that does not prioritize selling for the network<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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The advertisement “dtac True 5G Happiness Express” is intentionally created under the core idea of “Better Together,” emphasizing that life is better when shared. This is a key concept in the integration of True and dtac. Choosing the year-end period for the launch, the team aimed to celebrate the New Year together for the first time for both brands and two presenters, Nine and Baifern.<\/p>

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The core essence of the advertisement is to promote the idea of selling the best network of dtac True without explicitly discussing numerical data and being the number one. Instead, it focuses on conveying the emotions, feelings, and significance of having the network in every dimension of people’s lives. Chanut, the Project Leader, explained that it is a reinforcement of the brand’s position since its inception.<\/p>

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“If you look back at advertisements from the Orange brand and early True brand ads, you will see that we emphasize stories related to emotions and the meaning of people’s lives, aligning with the philosophy of True Corporation. As our chairman (Suphachai Chearavanont) always says, True’s technology will not leave anyone behind; it must make everyone’s life better.<\/p>

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“Today, we don’t see ourselves as just selling network signals, but rather, we are talking about the connectivity of dtac True that we provide to all customers. It is a communication of happiness in every form, including calls, video calls, text messages, and sending pictures. It’s all about conveying meaning and emotions to the people we think of.”<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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“Today, we don’t see ourselves as just selling network signals, but rather, we are talking about the connectivity of dtac True that we provide to all customers. It is a communication of happiness in every form, including calls, video calls, text messages, and sending pictures. It’s all about conveying meaning and emotions to the people we think of.”<\/h3>

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On the creative side, Katkanan, in his role as the project’s creative, is determined to create an advertisement that goes beyond providing information or stating privileges. “We want to make this advertisement memorable and meaningful, emphasizing the goodness of dtac True. Not by claiming to be number one in any aspect, stating how fast the speed is, or how many towers we have. Instead, we want to convey images and emotions that are easily understood by people.”<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Emphasizing the meaning of being a signal of happiness<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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When planning the launch schedule for the year-end festival, a theme that couldn’t be avoided was the concept of delivering ‘happiness.’ The creative team, along with the creative directors, had to collaborate to brainstorm and address the question of how to tell a story about happiness that would reflect the goodness of dtac True and make it stand out. Amidst the keyword “happiness” that every brand and industry uses to communicate during the year-end season, the challenge was to narrate a story of happiness in a way that would showcase the distinctiveness and excellence of dtac True.<\/p>

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“In the end, it became a clear theme: ‘Happiness Express, Signals of Happiness, Fast and Strong, Nationwide.’ Because the business of dtac True is communication, and communication requires signals. This theme is suitable for the festival, conveying happiness, and making it the easiest for viewers to understand the brand,” summarized Katkanan.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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In terms of strategy, the creative team chose elements that would make the advertisement likable and easily accessible to viewers, along with conveying a brand that is more than just a network service provider but functions as a signal of happiness for everyone. Here are the key strategies:<\/p>

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