Vero x LINE THAILAND BUSINESS 2020 CASE STUDY
The Brief
In recent years, LINE Thailand, Thailand’s top digital platform with 47 million active users, has focused on enabling SMEs to generate growth and engage more effectively with their audiences. At their annual business forum ‘LINE THAILAND BUSINESS 2020’, which took place in October, LINE Thailand presented a new paradigm of business growth with the support of Vero.
The forum was led by LINE Thailand executives, who sought to position LINE Thailand as the next digital platform for all businesses and redefine business growth in the ‘Never Normal’ world for leading Thai brands, agencies, and marketers. Three new trends resulting from the ways in which globalization gives way to decentralization were discussed as underlying themes of the forum. These included:
‘New Humans’ with new consumer behaviors:
Consumer data on LINE Thailand’s platform coupled with research from Nielsen Thailand pointed to emerging trends and patterns of ‘New Humans’ with new consumer behaviors unique to the Thai market.
For example, films that involve gay romance (known as Y-series in Thailand) are gaining popularity. Devoted Y-Series fans and followers are more willing to support their beloved actors by purchasing products and engaging with brands that are endorsed by their idols or appear in their favorite shows.
‘New Rule’ of Data Privacy:
Brands and platforms are realizing the importance of the ‘New Rule’ of data privacy, which prioritizes first-party data collected directly by businesses and safeguarding customer privacy.
‘New Power’ of Rising Asia
Asia is becoming the new global economic powerhouse, with retail e-commerce sales in Asia Pacific during Q1-3 2020 soaring to USD2.4 trillion – more than three times that in North America. Among the ‘New Power’ in Asia’s economy, Thai consumers have claimed the top place globally for online shopping via social commerce since 2016. To serve Thai SMEs, LINE Thailand unveiled MyShop solutions for businesses on LINE OA to create their own digital storefronts, complete with inventory management systems.
The main goal of the LINE THAILAND BUSINESS 2020 forum was to position LINE Thailand as a thought leader and educate Thai brands, agencies, and marketers about the solutions that LINE Thailand provides to accelerate business growth following the three aforementioned trends.
Vero was tasked to provide campaign management services to inform stakeholders of the capability of LINE Thailand to help accelerate businesses in the ever-changing digital world.
Execution
This year, the forum was held at the Waldorf Astoria Bangkok Hotel and brought together a large number Thai brands, agencies, and marketers from across the country.
Vero distributed press releases which were produced together with LINE Thailand executives to relevant media and secured a guest list of over 100 leading professionals, marketers, and journalists across a wide range of industries.
In addition, Vero briefed and prepared Dr. Pichet Rerkpreecha, Chief Executive Officer, and Mr. Norasit Sitivechvichit, Chief Commercial Officer of LINE Thailand, for the post-event interviews and press conference. Vero also coordinated an exclusive interview between Dr. Pichet Rerkpreecha and Reuters which generated additional media coverage in international publications.
The discussions and talks in the forum attracted leading news organizations, including Nikkei, The Matter, The Standard, Brand Buffet, The Bangkok Post, and Channel 3. With Vero’s outreach and media support, 50+ journalists attended the LINE THAILAND BUSINESS 2020 forum, generating 16.9 million Thai baht in PR Value.
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