Amidst a dull, feature-based telecom marketing environment and a tense, politically divided society, third-place mobile provider TrueMove H decided to redefine not only its brand but the very role of telecom brands in the lives of users.

Bypassing the standard fact-bragging claims in launching its nationwide 3G data coverage, TrueMove H chose instead to ask Thais to look closely at the role of communication in their lives, and contemplate the effects of the little things they do and say to each other.

Spearheaded by a branded short film that brought millions to tears and inspired online conversations globally, it became an overnight sensation, and was viewed over 10 million times in 7 days. A stunning 1 in 13 people who viewed the video shared it, including Victor Moses, Liverpool football player, Tim O'Reilly, the Founder of O'Reilly Media and Vic Gundotra, Google Senior Vice President.

With over 1.26 million shares, the film became the most shared Telco ad in Thai history, and the 12th most shared ad on YouTube for the entire world in 2013 (the only one from Asia to make the top 20)

Its impact broke far beyond Thailand’s borders, resulting in write-ups and reviews in dozens of global online media outlets including Time.com, Mashable.com, Huffpost, Contagious, Adweek, and many more. Total PR value is estimated to be over 3.5 million USD.

Most importantly, it drove a 40% quarterly increase in 3G subscribers – leapfrogging the brand into the number 2 spot in Thailand for the first time.

At the time, Thailand’s political situation resulted in negative dialogues in the online world, so we started our campaign online by posting the branded short film in social media in order to reverse the negativity and start a chain of positive conversations.

Within 2 weeks, media outlets, both local and global, started writing about this campaign, and many local and global influencers shared this branded short film online.

? The branded short film was viewed over 10 million times in 7 days.

? 1 in 13 people who viewed the video shared it, including Victor Moses, Liverpool footballer, Tim O'Reilly, founder of O'Reilly Media and Vic Gundotra, Google Senior Vice President. With over 1.26 million shares, the film became the most shared Telco ad in Thai history, and the 12th most shared ad on YouTube in the world in 2013.

? PR value is estimated to be over 3.5 million USD, with write-ups from many global media outlets including Time.com, Mashable.com, Huffpost, Contagious, Adweek, Mail Online, and many more.

? Consumers rate TrueMove H as the brand that contributes most to Thai society and a Telco brand that best understands Thais.

? Brand consideration peaked at 80%. TrueMove H’s subscribers increased by 40%, leapfrogging the brand to the number 2 spot in Thailand for the first time.