{"id":7863,"date":"2020-03-20T09:07:45","date_gmt":"2020-03-20T02:07:45","guid":{"rendered":"https:\/\/trueblog.info\/blog\/?p=4652"},"modified":"2024-01-22T14:07:05","modified_gmt":"2024-01-22T07:07:05","slug":"meet-the-cuddly-chief-happiness-officer-channeling-dtacs-essence","status":"publish","type":"post","link":"https:\/\/www.true.th\/blog\/en\/meet-the-cuddly-chief-happiness-officer-channeling-dtacs-essence\/","title":{"rendered":"Meet the cuddly Chief Happiness Officer channeling dtac\u2019s essence"},"content":{"rendered":"

You might come across a weird yet cute character, giving you a smile when entering dtac app recently. Although It appeared in the blink of an eye, it prompted affection that we can feel the \u201chappiness\u201d from this character. It was such a fulfilling moment in a day.<\/p>\n

The cuddly character was publicly introduced at the press conference session outlining dtac\u2019s move after securing spectrum licences for 5G technology. With his staring eyes and glossy blue skin designed by the Bangkok-based animation studio IGLOO<\/em>, he drew a lot of impression from the press and internal staff, who asked for taking a photo with him.<\/p>\n

At that time, he was remained unnamed, waiting for customers to name him in the first place. Today he has been named as \u201cNong Tua d <\/em>\u201d. He is appointed as chief happiness officer of dtac, responsible for limitless delivering happiness to all.<\/p>\n

\u201cWhen it comes to brand communications, there were three key pillars underlying dtac brand, which are simplicity, honesty and human. But over time, It seems like we\u2019ve lost our brand essence,\u201d said Sasitorn Khoopatanakul, head of brand communications at dtac. \u201cIf you remember dtac, you would first remind of our emotional brand, leading to a strong bonding between dtac and customers. I hope that Nong Tua d <\/em>will bring back our essence to dtac brand, which will lead to effective communication approach.\u201d<\/p>\n

\u201cNong Tua d<\/em> is not a mascot\u201d she stressed. His role goes beyond a symbol of brand icon, more than merely a strategy to push brand marketing. He is regarded as a human-like living entity, which encompasses multilayer dimensions of human beings, particularly feelings. Therefore, the newly-introduced brand icon has personality – cute and playful \u2013 truly representing the attribution of human traits. That is what we intentionally aim for.<\/p>\n

\"\"A friend you need to have in your life <\/strong><\/p>\n

\u201cThinking of our group of close friends. We have a diverse, well-rounded entourage that will stick with you through thick and thin. And Nong Tua d<\/em> will represent those whom you need to stay sane. He is the one who help you transform anger to humor. The one you like to hang out on any occasions,\u201d said Kulawit Khumwansa, AVP corporate brand management at dtac.<\/p>\n

He has four key responsibilities as a chief happiness officer:<\/p>\n