TrueMove H - CITY HUNTER
(Created during my time at Monday People, Bangkok)
THE WHOLE CAMPAIGN IN ONE SENTENCE : "SAVE THE CELEBRITY WITH YOUR PHONE"
TrueMove H is one of the biggest Telecommunication service providers in Thailand, but the mobile users have remained skeptical about its service's speed and coverage. Therefore, TrueMove H wants to create a big event that will prove its efficiency as well as attracting the media attention.
What did we do? We kidnapped a celebrity.
As two of Thailand's biggest stars coincidentally share the same name, we created a story that Dome Pakorn (a popular Thai singer) had kidnapped Boy Pakorn (a popular Thai soap opera actor) as he was tired of sharing his name with the other man. The story was broadcasted through the online channel asking the ordinary mobile users to join an Amazing Race-like game across Bangkok to locate and rescue Boy.