AIS digs deep for teen drawcards
AIS has signed up Dan, right, and Beam as presenters of 1-2-Call, in a bid to rejuvenate its brand image.
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Advanced Info Service (AIS) has signed up the heartthrob duo Worawej Danuwong and Kawee Tanjarak, better known as Dan and Beam, to be presenters for its 1-2-Call prepaid phone service, in an attempt to expand its number of teenage subscribers.
The contract is reportedly for one year and worth Bt4 million.AIS executive vice president for marketing Somchai Lertsutiwong said AIS would spend Bt30 million this year to promote the Dan and Beam presentership. The duo has been lifted to fame by music firm RS. Chief finance officer Sanchai Thiewprasertkul said AIS wanted its prepaid-service image to look younger, in order to draw a greater number of teenage customers. Most current AIS subscribers are first-jobbers and adults, and the company has only about 30 per cent of the teen market, a drop from 60 per cent several years ago. AIS has more than 20 million subscribers, while Total Access Communication has more than 12 million and True Move nearly 8 million. Usanee Mongkolporn The Nation
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