Thailand's telecommunication market is dominated by a small number of brands who differentiate by showcasing and communicating their advanced 5G technologies and pushing this message through strong distribution channels. As a smaller network with unique challenges, DTAC needed a way different to cut through.

Beyond the brand challenge, the country and the people faced a huge hurdle as they move into a period of POST-COVID recovery. But this isn’t an even handed recovery, but rather one that favoured the large high volume brands that have the resources to spend on marketing. The small business that suffered during COVID, are now again at a disadvantage.

dtac #GoodForAll Reward, A loyalty program built on the promise of inclusivity. For the first time ever, dtac swapped famous and popular franchises to local businesses to promote their business directly to 20 millions dtac user on dtac’s brand channels.

#GoodForAll Reward is designed to drive traffic to small businesses, reward everyday consumers, and INCLUDE everyone.

The strategy was simple: TRANSFORM the loyalty program from the traditional EXCLUSIVITY FOCUS that prioritizes high-value customers, and instead focus on INCLUSIVITY by making sure that all customers felt the value of being part of the DTAC community. This meant:

- Reward our Small Business Customers by Giving them more business.

- Reward our Consumers by giving them deals at the small businesses near them.

To further support their goal, DTAC had to make sure that people knew about the loyalty campaign, and could both find and access the newly available rewards. This meant TRANSFORMING their loyalty app to a marketing app that promotes every small business in a way that would be relevantly targeted to the DTAC customer.

#GoodForAll reward building directly into our APP, we swapped big brand rewards for small local businesses. From small shops in Bangkok, to even smaller rural stores, all our clients could build ads and promotions for inclusion with the loyalty marketplace. Once created, we helped to further grow awareness of their stores and offers with Google Maps integration.

But we didn’t stop there – because small businesses rely on foot traffic, we developed outdoor of all shapes and sizes, from traditional media formats, to co-branded placards that the stores could put out front.

By building on top of a service the our customers already knew, but delivering a value they never expected, we shifted our client relationships from vendor, to true business partner.

dtac saw success and benefit both for their customers and for themselves. We provided small businesses with instant reach to 20 million customers through the loyalty app, and extended this with 43 million media impressions. Further sharing and talkability delivered earned media value of over $4 million.

All this translated into real value with surveyed business participants reporting an average of a 150% increase in sales. This equates to an extra $1,200USD of income, which for small businesses in Thailand makes a huge difference. This income is directly attributable to dtac’s #GoodForAll program, as shown by a 415% increase in loyalty redemptions. dtac will continue to sign up 1,500 local shops every month throughout the year.

In short, #GoodForAll transformed loyal from a program designed to lock people into a circular economy where there is real value in being part of the network so 1+1 truly equals 3.