Bangkok--30 Oct--Kinetic Worldwide
Kinetic Worldwide (Thailand) Co., Ltd., a leading out-of-home (OOH) media agency in Thailand, and a company under the WPP Group shares its opinion on its new OOH planning approach (PCV) to tap the growth of OOH in key upcountry areas in the company seminar “The Passage to Up-Country : Understanding People and Cities.”
Surachet Bumrongsuk - Country Manager, Kinetic Worldwide (Thailand) Co., Ltd. believes that in order to have an effective up-country campaign; understanding their lifestyles, needs and norms, as well as taking into consideration the cities’ blueprint and employing right OOH vehicles will be keys when zeroing in on up-country advertising. The new approach is recognized as PVC implementation. (P= people & their norms, C = City’s Blueprint, V = (OOH) Vehicles)
Surachet said “There is no one-size-fits-all approach that will result in an effective strategic recommendation for both Bangkok and up-country. And most importantly, there never should be such an approach! Even though there are certain similarities: hints of modern and convenient lifestyle - what works for Bangkok, may not work for other cities because there are still differences in cultures, norms and way of life.”
Marut Arthakaivalvatee — CEO, VGI Global Media Public Co., Ltd. said in the seminar “Hypermarket will continue to grow in every part of the country. It will; however, develop its platform to be more with Community Mall and will be in a smaller size. The modern lifestyle of up-country people is the growing trend today, we may see changes in grocery shopping habit from shopping at the grocery store in their area to the shopping in modern trade where they can meet, relax and dine together. As this continuous growth of modern trade in UPC , the more effective media planning and communication in Modern Trade should consider to best capture up-country consumers.”
Suvimon Chayochaichana — General Manager, Top Gun Co., Ltd. said “Billboard is 1st localized media in up-country. Marketers and advertisers need to consider criteria in choosing billboards in up-country more for the most effective communication.”
Future growths of OOH in up-country are fuelled by:
1) Migration of Bangkokians. These tend to be those who are tired of city life and the high cost of living in Bangkok, opting for a change in lifestyle of peacefulness and tranquility in up-country. They are looking for a better quality of life.
2) The Asian Economy Community (AEC) has stirred up the promising growth of local/regional economy in 2nd tier cities. Cities like Tak, Kanchanaburi, Pitsanulok, Ubonrajathanee, Udonrajchanthanee will become engines of regional developments in the very near future. Friendship Bridges, and the mega project of high-speed trains within each country under AEC will support geographical and economic connection
3) Increasing business ventures can be seen as indicators of higher purchasing power in 2nd-/3rd-tier provinces: Numerous Central Plazas sprang up in up-country; The spread of mega hypermarkets chains starting from mega stores to stand-alone and c-stores nationwide; Expansions of Major Cineplex and Index Living Mall in 2nd -tier provinces.
4) Changes of up-country lifestyle create not only similarities but also differences. Marketers and advertisers cannot just apply the same Bangkok platform to up-country consumers since their culture, norms and daily life have created a uniqueness that we can no longer ignore. Also every city has its own distinctive layout. Knowing where most people converge to, how the traffic flows; for instance, needs to be taken into consideration when planning OOH campaigns.
Upcountry consumers have, traditionally been exposed to mostly mass media which provide mass coverage through terrestrial TV, Newspapers and Radio networks. Out-of-home vehicles, on the other hand, tend to only be used by local trades/agents who were more familiar with local settings. With the growth of hypermarkets nationwide and the very expansion of cities, out-of-home media are now considered effective vehicles in providing local mass coverage with lower media cost and less media wastage. While billboards are considered the cornerstone of UPC advertising to build image and frequency, the local transportation are often used to build up local mass coverage, with in-store media complementing a strategic call-to-action role. This is easily translated to the three acronyms PCV: P = people & their norms, C = the city’s blueprint, and V = (OOH) Vehicles.
The future of up-country OOH has become even more promising as we create a strong foundation with deeper understanding on how to effectively plan OOH campaigns surrounding 2nd and 3rd tier cities.
About Kinetic
Kinetic Thailand - under WPP Group - is an out-of-home (OOH) media agency that understands how to communicate with people who are on-the-move. We have made the best understanding of how they live their lives and how to reach them in the most effective ways. We’ll find it from roadside posters to digital screens and everything in between.
With an ongoing commitment to understanding and engaging with people who are on the go, we will manage clients’ investment, local or global, to ensure best value from out-of-home advertising.
Kinetic has obtained over 300+ persons working in over 35 countries including 6 major markets in Asia as China, India, Singapore, The Philippines, Malaysia and Thailand.
Kinetic Thailand has launched its proposition and services in June 2005. As an out-of-home specialist, we’ve taken on an OOH “generic” marketing role that offers not only best rates and bookings, but also provide strategic input, support, clouts and creativity.