In Phnom Penh last week, the launch of Smart Mobile was presided over by H.E. So Khun, the Honorable Minister of Posts and Telecommunications for the Royal Government of Cambodia, along with local and international media.
TMD’s unique narrative branding approach helped the company win the much sought after brand development contract over a host of other local and international marketing agencies. TMD then created and designed all aspects of Smart Mobile’s distinct new imprint under the banner, “Welcome to the smart life”.
In creating the brand with telecommunications firm Latelz Co., Ltd, TMD creative staff produced the name, the logo, the distinct green colour palette, all marketing communications in both English and Khmer, plus all print and outdoor advertising – including 31 billboards. The initial launch campaign also includes three innovative television commercials and radio spots airing on all channels in Cambodia.
As the driving force behind the development and marketing of the new Smart Mobile brand, TMD also conceptualized and designed a unique flagship Smart Store on Preah Monivong Boulevard in the heart of Phnom Penh. “As part of the Smart life experience, we wanted to showcase the brand’s fusion of intelligence, community, technology, and ecology,” said Kirk Bentham, TMD’s founder and Managing Director. “We believe the future-thinking Smart Store embodies the Smart life with its bright and brilliant interior design and the use of cutting-edge technology to deliver mobile users in Cambodia a unique and ground breaking customer experience.”
At the visionary Smart Store, customers can shop for the latest Smart Mobile products and learn about Cambodia’s newest mobile service provider. Inside, they can find free Internet and gaming kiosks as well as a large video screen set up for multi-media presentations – including seminars on ‘Smart living’. There is also a stage designed to feature local performing artists and DJs, and a T&C coffee shop where customers can relax and take it all in. An entire wall of the store is a tribute to local Cambodian art and design, and there is a Green Booth set up for local organizations and NGOs to demonstrate how they are helping the environment and the community—and what Smart Mobile customers can do to help.
Adding to their hi-tech approach, TMD partnered with CineSky Films to produce three trendsetting digital television commercials for Smart Mobile. CineSky’s ultra-modern production and post-production visual effects studio in Bangkok was used to shoot the ads entirely on the revolutionary RED camera, a high-performance digital cinema camera with the quality of 35mm film and the convenience of pure digital imaging.
“TMD wanted to deliver the best visual experience possible, and with our world-class professionals and state-of-the-art equipment we were able to make it happen,” said CineSky founder Mr. Chum Lelayuwa. “The Red camera is rarely used in Thailand, but you’ll see more and more of this amazing technology in the future.” The actors for the commercials were cast in Phnom Penh but brought to Thailand for the shoot. “It was great to see Thais and Cambodians working together on a cool new hi-tech creative venture,” added Mr. Lelayuwa.
The project’s success has seen TMD expand further into the Asian communications market with the opening of a new office in Phnom Penh staffed with a strong Cambodia-based team. Following on the heels of its recent Tokyo office opening, TMD intends to offer a full range of marketing services to its growing number of regional accounts.
“Today's announcement extends the success of our expertise in launching and managing full-scale, international brand creation projects," says Mr. Bentham. “It places TMD as the way forward for businesses in the region that are looking to bring practical know-how and high technology together on branding and marketing strategies,” he concluded.
About TMD Communications Co. Ltd (TMD)
Located in the hearts of Bangkok, Tokyo, and now Phnom Penh, The Marketing Department (tmdbangkok.com) was born from the vision of creating a company that can handle all aspects of marketing: from brand strategy, design and creative to public relations, advertising and special events - using one team of specialists with a unified understanding of the client's brand and objectives.