Siam Cement Group (SCG) has signalled a departure from its previous marketing campaigns, opting for a new 100 million baht (US$2.6m) promotion targeting the end-consumer.
"As SCG produces basic materials such as cement and petrochemicals, consumers do not associate the company with any end-products they may be using," explained Apirom Rattana Apiromyakit, account director, TBWA Thailand, which handles the account. "The new campaign portrays the company as an innovator of concepts that ensure better living for consumers in the future."
The campaign also looks to sharpen branding of SCG’s businesses: building materials, paper, petrochemicals and distribution. Targeting urban opinion leaders and professionals, it includes a 60-second TVC, ’SCG Future’, which seeks to demonstrate a better future for consumers, due to SCG materials. For example, employees in a high rise are seen enjoying the gentle sway of a building - made from SCG’s futuristic building materials - during an earthquake!