FRIDAY BUG
Everybody's got to have a gimmick
Sara exchanges his business suit for a frogman’s outfit to get in the swim at Siam Paragon’s Siam Ocean World.
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Nowadays, hotshot executives have to double as exuberant hucksters so they can stand as a constant reminder of their company's brand name.
Old fashioned is the image of an executive wearing a neat suit and sitting stiffly at the centre of the stage during a press conference.Recently, Sunti Medhavikul, DTAC's chief customer officer, attracted huge attention when he presided over a press conference in cute pajamas with a sleeping cap. To make a catchy picture, he was asked to lay down in a sleeping pose and he quickly complied, proving just how far some people will to get their company in the paper for gratis. Sara Lamsam, president of Muang Thai Life Assurance, came up with an even more challenging press conference. He made an appearance to announce his company's first-quarter performance by scuba-driving into the 10-metre-deep aquarium at Siam Ocean World in Siam Paragon. Sara, a top young executive, has successfully re-branded his family insurance business, once perceived as traditional and old fashioned. He has left other insurance competitors wondering how to follow up on an act like the scuba shtick. Sara has been underwater, so maybe his next press conference can be held in the sky. How about bungee jumping? For life insurers, these stunts kill two birds with one stone. Not only do they dazzle the press, but they also make people realise how important life insurance is when you take crazy risks.
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