Thailand's interesting mobile marketing

In Thailand, mobile marketing is one of the new marketing venue that has been growing rapidly in the previous years. Although the competition is much less severe compared to the US and Japan, where mobile phone has a high speed internet connection, many Thai businesses are aware of the new potential of mobile phone in Thailand. For example, many websites have developed their mobile version.

What I think is interesting is the promotion AIS (Advance info service), a phone service provider, offer to its customers. In 2008, AIS starts its new promotion giving customers discount at various locations, including boat fare discount, free pie at Burger King, 20% off at restaurants. What customers need to do to get the discount is typing some code to receive a discount message then show it at ticket counter. For example, customers can call "545646#" to receive a discount message then show it to the cashier counter to receive a free pie at Burger King.


Another example (see the picture below) is a free movie ticket opportunity in which AIS users need only call '*175#' to join the promotion.



Traditionally, for most Thai businesses, customers will have to use a 'real' paper coupon to get some discount at participated stores. I personally think that AIS's promotion is really easy-to-use and effective for many reasons. First, customers don't have to bring solid coupon everywhere they go. Second, I bet this kind of campaign is cheap. Think about it, AIS uses its own network to provide discount message; also it doesn't have to promote all the discount. What AIS does is only put a small poster at participated stores, telling what code should be use. Third, it's fast; it required only 3 seconds to end the buying process. Forth, I would say the promotion boosts AIS's brand awareness and recall, since every counter at participated stores is AIS branded.

I myself have experience using this promotion as well. Although the discount or advantage of the promotion is just small things, such as 10 baht discount for boat transportation fee (might equals only 25 US cents), I personally think that sometimes this little thing is really a big deal.


Link
-AIS current promotion details.

http://www.roaming.ais.co.th/privileges_1.html