Campaign details
Brand: PTT Oil and Retail Business PublicCompany LimitedAgency: Ogilvy & Mather, Thailand
Campaign Summary
The traditional IPO launch communications customarily targeting investors and potential investors with high financial literacy could have never reached the 98% of Thais. To engage Thais on a mass scale, we needed to completely rethink communication campaign approach and change Thai's belief and behavior from "The poor buy the lottery, the rich buy the stocks" to "Thai people buy the stocks."
Marketing Context
Majority of Thais do not invest. The concept of investment in stock market, is deemed highly irrelevant, too...