MCFIVA were selected among leading agency to promote “the 1st launching KakaoTalk Chat application in Thailand. As in Thailand chat application market is very competitive category, LINE who dominated the market share and other chat application such as “Bee Talk” and “We Chat” invested a lot of budget to promote the application. The big challenge is how we can tap into consumer minds with lower communication budget.
We propose the strategy to create the pure digital media plan to drive users base before the traditional media campaign launch by focusing on the number of download and registered users.
We start with the curiosity of the name “Kakao” with we utilize the homophone with Thai word “Kao” means “scratch the mouth from itch” and let the top Thai celebrities create the video series of “itch” that they want to tell something that are going to get hit in Thailand and then we give the answer to consumers with introduction of New Kakao that will make you “itch” to talk to your friends.
In the mean time we had launched 15 series of banner ad through all digital touch point to trigger consumers to download this application by highlight the cut-through features that Kakao is better than other competitors in the market.
After that we wrap-up with the success story of Kakao official launch in the market with advertorial and testimonial campaign from the users who’d already used and happy with this new chat application.
Kakao ranking hit 2nd rank in all free application in iOS within 1 week after we launch the campaign (from ranking below than 200) and create the incremental download per day over 1000% from the period before we had run the campaign.
The conversion rate from downloaded users to registered users is at 90% and cost per download is less than 0.5 USD per download. KakaoTalk is now more than ready to rock Thai Market!