A report from McKinsey indicates that telecommunications companies (Telco) can create significant value by transitioning to a customer-centric organization. Key strategies include proactive communication, delivering seamless experiences, understanding and personalizing services, and continuous innovation to enhance product and service value, while importantly fostering customer satisfaction.
Previously, True Corporation has consistently set significant milestones, focusing on meeting customer needs. One notable achievement was being the first company in Thailand to introduce the iPhone, allowing Thais to access new technology on the most advanced network at the time.
In 2023, True became the exclusive partner in Thailand to collaborate with Apple on the launch commercial for the iPhone 15, and most recently, the iPhone 16. True once again was the sole partner to produce the commercial titled “Impossible Deal of the Future.” This production highlights True’s relentless development on its path to becoming a global player, recognized by world-renowned brands, while collaborating with international creative agencies.
The concept behind this advertisement reflects True’s goal of offering the best for its customers, not only addressing their current needs but also looking toward the future. With a customer-first mindset, True is committed to continuously delivering exceptional experiences and care for the long term.
From Being the First in Thailand to Import the iPhone to Becoming the Exclusive Partner in the Country to Produce the Launch Commercial for the New iPhone Model for Two Consecutive Years
Back in 2009, True was the first company to introduce the iPhone to Thailand. This was driven by the vision of its executives, who saw that the iPhone’s features aligned with being the first 3G service provider in Thailand. At the time, True had already invested in developing a comprehensive 3G network, ready to offer complete communication services and deliver the most optimal iPhone 3G experience possible.
In 2023, True became the exclusive partner to collaborate with Apple in producing the iPhone 15 commercial, marking a significant milestone in Thailand’s telecommunications industry. And in 2024, True has once again made headlines by creating the iPhone launch commercial for the second consecutive year.
“True’s exclusive partnership with Apple in Thailand reflects our recognition on a global level,” said Tanaphon Manavutiveth, Chief Marketing Officer of True Corporation, who added, “True shares a similar vision with Apple—constantly striving to make a difference. Apple is a leader in communication devices, while True is a telecommunications leader, now providing 5G services across Thailand. We are expanding into building an ecosystem that connects technology with every aspect of people’s lives, creating convenience known as Everyday Living Tech. Throughout the years, True has consistently developed innovations that meet customer needs, and this year we’ve launched promotions that are truly unprecedented.”
“Our global thinking, combined with a local approach (Act Local), has earned us recognition for creating high-quality, world-class work, enabling us to fully communicate the vision of both brands,’ he added.”
From the Most Cutting-Edge Offer Today to the iPhone 16 Launch Commercial
This year’s iPhone promotion by True and dtac is defined as the most advanced promotion and the first of its kind in Thailand. It’s communicated under the name “The Impossible Deal of The Future,” which is designed to take care of customers who purchase the iPhone 16 with a forward-thinking approach. The offer guarantees the best price for every iPhone model purchased this year, with the option to exchange it for next year’s iPhone model for free. The key condition is to keep the device in good condition. This promotion was crafted based on customer insights and truly addresses the needs of value-conscious customers who seek both practical use and easy upgrades to new models.
This concept is brought to life in the ad campaign titled ‘Impossible Deal of the Future,’ developed by a top-tier creative team with globally recognized work. VML Group (Thailand) took the role of the creative agency, while Phenomena was responsible for the production.
“From the unique feature of the “The Impossible Deal of The Future” promotion, the creative team interpreted and told the story through the concept of time travel. A young man travels from the future to recommend this ‘valuable promotion’ to his present self, so he wouldn’t miss out on this great opportunity—because the only one who would regret it is his future self. No one can recommend the best option for you better than yourself,” explained Veerawin Suksantinunt, Creative Group Head at VML Group (Thailand), about the concept’s origin.
Every step of the process, from idea presentation, involved Apple, which provided input and collaborated to meet customer needs. Additionally, Kanin Chandrasma from Phenomena directed the ad, carefully translating the concept into a commercial that meets global standards.
Reflecting the Telco Tech with a Focus on Human Touch
Anyone who has watched this commercial will notice the unique narrative and visuals in a Sci-Fi style. The story follows a young man striving for self-improvement for the future, until he encounters an iPhone 16 billboard and experiences an unexpected turn of events. In terms of production, various special techniques were used to give the visuals a futuristic feel, such as face morphing, where the character’s face changes.
However, beyond the surface, this 45-second commercial is packed with details that fully reflect True’s identity as an innovative Telco Tech, while not forgetting the importance of Human Touch. This highlights True’s deep understanding of people and customers, which has always been its strength. Below are some storytelling techniques used to convey True’s vision and values:
- Time Travel: Time travel is the core element of the story, symbolizing True’s ongoing technological advancements and future-ready services that always respond to what lies ahead.
- Face Morphing: The changing faces of the characters represent the rapid changes, much like True’s continuous network development, always bringing new innovations to its customers.
- Future Setting in Sci-Fi: The futuristic backdrop highlights advanced technology, symbolizing True’s role as a leading Telco Tech, pushing forward in network development to prepare Thailand for the new era of communication.
- Everyday Characters: The characters are relatable to modern-day consumers. From the main character carrying a self-improvement book to various supporting characters in different professions, they reflect True’s understanding of diverse customer needs, and how its technology adapts to be easily accessible for everyone.
“The longer customers stay with us, the better we can meet their needs, especially for those who enjoy upgrading their iPhones every year. They can be confident in the value they receive, regardless of whether the price of the next iPhone increases or decreases. True is committed to offering the best possible benefits. From our perspective, it’s about building long-lasting relationships and helping customers fully benefit from the technology and ecosystem True has prepared for a better life” Tanaphon Manavutiveth, Chief Marketing Officer of True Corporation concluded.
