Situation: Call Center gang, Fake News and Cyberbullying are the top three of cyber threats in Thailand which caused severe damage of property, body &mind and led to another social issues.

Brief: How to reach wide range of Thai People (All ages and all generations) understand the importance of having digital literacy skill and aware that cyber threats is closed in daily life and invite Thai people to apply Aunjai Cyber Online Course in order to create digital literacy skill.

Objective: “Wisdom to Survive” VDO Clip under AIS AUNJAI CYBER Campaign the primary objective, the initial step, is to show that cyber threats are a serious problem, and people can literally die if they are uninformed and do not have the wherewithal to cope. The Secondary objective as the aspirational goal is to increase digital literacy skill of Thai People by influencing Thai people to apply Aunjai Cyber online course.

According to the cybercrimes in Thailand, AIS would like to address cyber threats issues are a serious problem which cause severe damaged by cyber fraud total 7,200,000,000 THB. Therefore, to raise awareness and change the behavior of Thai people, PR Team raise the question to Thai society "What we must know before death". In Thai society, almost all Thai avoid to talk about death due to we believe it like presage. Moreover, Thai people mostly still believed “Phi”or ghost concept Therefore, when we raise the question ""What we must know before death" attracts Thai people to discuss what we should know before death. Moreover, PR use dark and horror picture like ghost make Thai people are curious. After that, in the press conference of launching "Wisdom to Survive" VDO, show the answer is Wisdom, Thai people can literally die if they are uninformed and do not have digital literacy skills.

“Wisdom to Survive” is key message, Aujai Cyber Online course is simile as Wisdom, the significant tool to survive among cyberthreats.

Wisdom is the abstract concept which Thai people do not get used to it. PR choose “Death” to grasp more attention, make the issues are strong and serious. Before launching VDO Clip, “What we must know before death” are raised to influence Thai people feel curious via influencers and media partners. Moreover, PR use comedy-horror tactic in a storytelling to make it fun by using “Ghost” or “Phi Concept, which Thai people believed and closed to.

PR identify targets into 3 categories align with cyberthreats issues as follows.

1. Youth: Represent as Thai guy student who has canine teeth to identify cyberbullying issues

2. Adults: Represent as “Phi Sia” who died from deceiving by Call Center Gangster

3. Elderly: Represent as “Phi Pa” who died from believing Fake News

There are 3 Phrases of PR Strategy as follows:

1: Curious

PR Team let teaser picture to reporters, Key Opinion Leaders, Influencers to post &share in their own social media and raise the question “What we must know before death”, ask people to find the answer on 31 Oct,2022.

2: Call to Action

PR Team launched Wisdom to Survive, VDO clip in the Press Conference at Halloween festival. PR team used haunted house and photo booth as a gimmick to influence KOL and Influencer sharing the VDO Clip and grasp attention among media.

3: Content Always on.

After that, PR bombard launched “Wisdom to survive” both online and on ground. VDO are promoted in metro, sky train and billboard for 2 weeks. Select the content to lead people watch VDO Clip, understand why we have wisdom to survive cyber world and lead people apply to AIS Aunjai Cyber, online course

Media Outputs – Quantity first day kick off Wisdom to Survive”, viral clip VDO with press conference event with 110 pcs of news clipping and media performance coverage to 38.4M of Thai people (NW) with succussed captured BKK area by LED billboard and transit media 108.8M of eyeballs.

2. Target Audience Outcomes: There are 16 % increasing the total number of people who apply AIS AUNJAI CYBER Online COURSE during campaign period (after watching full VDO Clip)

3. There are total number of 12.6M Reach & Engagement through social media.

--Quality

1. There are more panels to discuss about digital literacy, cyber threat more than before launching VDO Clip for example, Ministry of Education , Ministry of Interior and Cybercrime Investigation Bureau. 2. After we launching this VDO Clip there are more government sectors and private sectors who interested to employ Aunjai Cyber course as the orientation employee. 3. In rural communities, AIS used this VDO Clip to attract community people to let them apply and learn Aunjai Cyber, online course, after that, word of mouth from community people are spread and they make the short clip in Tiktok to educate others.

Business Outcomes

After launching the clip vdo, Brand survey found that 87% of Thai population can remember and recall AIS, in terms of sustainability campaigns. Most of Thai population still looking at AIS as the number 1 brand in the telecommunication business that prioritizes digital wellness.