ABOUT

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 kidnap a celebrity.

Recognising that 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 another man in the entertainment industry. 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.

The campaign had achieved viral status and media attentions in Thailand at the time of the launch, and many consumers also express the wish that the company might continue the event as a game show.