Advanced Info Service Public Company Limited (AIS), Thailand’s leading digital infrastructure provider , has launched a sophisticated, content-led experiential marketing campaign designed to drive customer engagement and fuel uptake of its premium entertainment bundles.
By transforming its AIS SIAM flagship store into the chilling “Derry Town” , inspired by the HBO Original series IT: Welcome to Derry , AIS is strategically leveraging a major media partnership to deepen its relationship with its 51.1 million customers and cross-promote its integrated 5G mobile and AIS 3BB Fibre3 broadband services.
At the heart of the campaign is a physical brand activation at AIS SIAM, which the company describes as “THE PLAYHOUSE WITH PURPOSE”. This initiative moves beyond traditional advertising by creating an immersive, shareable experience for fans and customers. The transformation includes:
- A “Derry booth” on the 1st floor, featuring dramatic light, sound, and themed decor.
- Atmospheric decals along the stairway and a complete Derry-inspired ambience on the 3rd floor.
- Iconic photo spots strategically placed throughout the venue, explicitly designed to encourage visitors to capture and share “hauntingly fun memories” —effectively generating organic social media reach for the brand.
This physical experience, open daily from 9:00 AM to 9:00 PM until November 2, 2025 , acts as the top of the sales funnel, drawing foot traffic and building brand affinity by linking AIS with globally recognized, premium content from HBO.
The Strategy: From Foot Traffic to “Cognitive Tech-Co”
This marketing campaign is a direct execution of AIS’s broader corporate vision to evolve from a traditional telecommunications provider into a “leading telecommunications and smart technology organization – Cognitive Tech-Co”.
The strategy is multi-layered:
- Leverage Partnerships: By partnering with HBO , AIS adds significant value to its core connectivity products, positioning itself not just as a “pipe” but as a gateway to premium entertainment.
- Create Exclusivity: The campaign includes a “special Private Viewing” of the IT: Welcome to Derry series premiere. This is not open to the public; it is an exclusive reward for “lucky customers of AIS and AIS 3BB Fibre3 who win access”, reinforcing customer loyalty and the value of being part of the AIS ecosystem.
- Drive Service Integration: The event and promotions explicitly target customers of both its major service arms: AIS (mobile) and AIS 3BB Fibre3 (broadband). This cross-promotional strategy is key to increasing the average revenue per user (ARPU) and customer “stickiness.”
This initiative demonstrates a clear understanding that the future of telecommunications lies in bundling core infrastructure (like its 5G network with 1460 MHz and 5.14 million-user broadband service ) with in-demand digital services.
The Funnel: A Tiered Product Ecosystem to Maximize Upsell
The “Derry” experience serves as a compelling entry point to a carefully structured product ladder, designed to upsell customers into high-value, recurring-revenue packages. AIS is aggressively promoting several bundles that integrate HBO Max content, targeting different market segments.
1. The Low-Friction Entry Point
For customers who want flexibility, AIS offers a simple, low-cost path:
- HBO Max Special Price: A subscription starting from only 99 Baht/month. This is a powerful, low-barrier offer to get customers into the paid content ecosystem.
2. The Core Home Broadband Bundle
This package is aimed squarely at its 5.14 million+ AIS 3BB FIBRE3 customer base and potential new subscribers.
- Net & Entertainment Gang Package: Starting from 599 Baht/month.
- The Value: This bundles the core utility (high-speed home internet at 500/500 Mbps) with the entertainment “hook” (AIS PLAYBOX and the PLAY LITE package, which features content from HBO Max). This tactic is designed to reduce churn and justify the monthly broadband subscription.
3. The Content Aggregator Package
This package targets “cord-cutters” or “cord-nevers” who subscribe to multiple streaming services.
- PLAY PREMIUM PLUS Package: A promotional price of 299 Baht/month (down from 864 Baht).
- The Strategy: AIS positions itself as the “super-aggregator.” This package includes “popular apps all in one place,” bundling HBO Max with “other top streaming platforms”. With a 4-device simultaneous watch limit, it targets the modern, multi-user household.
4. The “All-In” Premium Tier
This is the highest-value package, targeting the top customer segment that wants everything.
- PLAY ULTIMATE + SPORTS Package: At 1,499 Baht/month.
- The Strategy: This single-subscription package bundles “top-tier entertainment and sports,” including HBO Max and other platforms. This maximizes ARPU and captures the high-end market, integrating all entertainment needs into a single monthly bill.
By creating a physical, exciting event tied to an exclusive show , AIS aims to drive customers directly to this diversified, high-margin product portfolio, solidifying its market dominance beyond simple connectivity.
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