7 decades of powerful marketing with Central's iconic campaigns that connect with hearts across generations

7 decades of powerful marketing with Central’s iconic campaigns that connect with hearts across generations

Central Retail Corporation Public Company Limited (CRC) on 20 September 2021 launched a new online video dubbed Timeline featuring the success over the past seven decades.

Through a collection of Central’s most memorable stories, it reflects compelling marketing strategy and portrays good citizenship across every era. The online video features the opening of Central Ladprao that marked the first-of-its-kind holistic shopping destination, the launch of Thailand’s first “no-smoking” campaign in shopping malls, the launch of “Pee Mack and Noo Phee” that became the talk of the town, the debut of The1 Loyalty Card, and the 17-million-views “Prompt…” online video that aimed to support and encourage all Thais amid the COVID-19 crisis. Since day one and well into the future, Central Department Store takes great pride as the nation’s industry leader that will continue to curate the assortment of leading brands and deliver on world-class experience for all local and international shoppers alike.

7 decades of powerful marketing with Central’s iconic campaigns that connect with hearts across generations

“For more than seven decades, Central Department Store has always been with Thai people,” commented Mrs.Yuwadee Chirathivat, Executive Director of Central Retail Corporation Public Company Limited. “We are central to all walks of life across individuals, businesses, and communities, as we truly commit to make meaningful impact and drive sustainable growth for all. With customers first at the heart of everything we do, we continue to evolve and pioneer fulfilling experiences for customers, partners, and employees that positions Central Department Store beyond a shopping mall to a second home that transcends generations.”

As a celebration of the successful journey thus far, the new online video Timeline was created as a time machine to take everyone back in time and indulge in the reminiscences of how Central Department Store has always been there in every stage of life. Growing side by side with the nation and its people, all the good memories have formed strong bonds from generation to generation, and now brought to life again through a showcase of the following seven iconic stories:

Day One of Central Ladprao

Set as Thailand’s first fully-integrated shopping centre, Central Ladprao opened its doors in 1982, which was the same year as the 200th anniversary of Rattanakosin. The shopping centre represented a mark of modernity, bringing together quality brands, trends, entertainment, and everything that teenagers in that era simply cannot missed out. It was a new phenomenon for the retail industry.

The first no-smoking campaign in shopping malls

In 1992, Central Department Store pioneered the commitment to shoppers’ health and safety in Thailand by declaring the no-smoking protocol in its premises. The announcement came 27 years before the smoking ban in public areas was legalised.

The first Chinese New Year advertisement

With the popular dialogue, “Where would you like to go for this Chinese New Year, grandma?”, followed with the grandma’s reply in iconic accent, “To Central!” – the advertisement went viral in an era where there was no smartphone or Facebook. It also triggered the beginning of initiatives that connect Thai-Chinese relations.

7 decades of powerful marketing with Central’s iconic campaigns that connect with hearts across generations

The talk of the town TVC “Pee Mack and Noo Phee”

The feel-good ad that brought smiles along with the catchphrase – “At Central, you’ll always find the best experience”.

The1 Card loyalty program

Launched in the same year that Thai people celebrated the opening of the country’s new airport Suvarnabhumi in 2006, The1 Card has brought Central Department Store closer to Thai people and now connects with over 18 million members.

“We are here because of you” campaign

Launched in 2007, which was the year Central Department Store celebrated its 60th anniversary, the campaign came with a catchy tagline “Happiness is everywhere at Central.” It was also the same year that the world was entering a fully digitised era with the first smartphone being introduced in Thailand.

Heartwarming viral video “Prompt…”

In 2020, “Prompt…” was launched to support and encourage Thai people to get through the COVID-19 pandemic. The phrase “you’ll never find a rainbow if you’re looking down” was one of inspiration and empowerment, drawing more than 17 million views.

Over the past 70 years, Central has always been with Thai people in every stage of life. We have never stopped evolving our organisation to ensure that Thai people can enjoy the best possible products and services, which also result in continuous spending and a flourishing economy. Additionally, we also continue to initiate a variety of social activities to pay back to society and improve the quality of life of all Thai people. With these continued efforts, Central Department Store has become a globally respected brand that Thai people can be proud of and remain top-of-mind over seven decades and beyond. Moving forward, Central Department Store strives to deliver remarkable and meaningful experiences for all Thais, further solidifying our strong and everlasting commitment to our valued customers, employees, partners and alliances,” Mrs. Yuwadee concluded.

To watch the full online video “Timeline”, please follow us on Facebook: www.facebook.com/CentralRetail.

Internet Explorer Channel Network
News Related

OTHER NEWS

Goldman Sachs Awards Executives One-Time Bonuses Bank grants restricted stock awards and cites 'the rapidly increasing war for talent'

Goldman Sachs Group Inc. is giving CEO David Solomon and president John Waldron one-time stock bonuses designed to keep the executives at the helm of Wall Street's biggest bank. The ... Read more »

Santa Claus Is Coming -- But He'll Skip Some Stores in U.S. Americans have big shopping lists but face emptier shelves and less help this shopping season amid supply-chain and hiring woes

Empty shelves are seen at an IKEA store in the Red Hook neighborhood of Brooklyn borough in New York City on October 15. Getty Images/AFP 'It came without ribbons. It came ... Read more »

A plea for tradition

When was the last time we went to a movie theatre? While most cinemas have reopened following months of pandemic-forced closures, I doubt moviegoers are ready to return en masse. ... Read more »

Honing in on the EV industry goal Development of the electric vehicle industry is currently gaining a good deal of momentum, writes Yuthana Praiwan

An electric boat developed by EA serves Bangkokians along the Chao Phraya river. Development of the electric vehicle (EV) industry is gaining momentum as state and private sectors are working ... Read more »

Paying a heavy price Although new tax structures to curb smoking have caused the cost of cigarettes to rise, some experts warn it could have unintended consequences

Smokers are now paying higher prices for their nicotine cravings after retailers and convenience stores made adjustments last week after the introduction of a controversial new excise tax structure earlier ... Read more »

Bangkok land price index edges up in Q3 Rise below 5-year pre-Covid average

Despite the escalating trend, the increase in the land price index in Greater Bangkok in the third quarter remained lower than the five-year average during the pre-Covid period, according to ... Read more »

IEAT to speed up correctional estate study

The Industrial Estate Authority of Thailand (IEAT) is speeding up a feasibility study to build a new “correctional industrial estate” in a move to upskill inmates and convert them into ... Read more »

Cigarette importers warned Artificially low prices will not be tolerated

Cigarettes being sold at a convenience store. Wichan Charoenkiatpakul The Excise Department has the authority to not approve cigarette importers from setting the product at an unusually low retail price, according ... Read more »

Fetco sounds alarm on global inflation

Fuel prices at a Shell gas station in San Francisco, California, US on Thursday. Mr Paiboon says that if energy prices remain high until the middle of next year, they ... Read more »

Chula grads unhappy with SGCU axeing of Phra Kieo parade

The decision by the Chulalongkorn University's student organisation to end the traditional Phra Kieo (coronet) parade which is part of the annual football event between Chulalongkorn University (CU) and Thammasat ... Read more »

Moderna jabs to arrive Monday Doses will go to those who placed orders

Hospitals are planning to start administering the 560,000 Moderna Covid-19 vaccine doses which arrive next week to those who have pre-ordered by Nov 8, pending the required clearance process. The ... Read more »

Happy police key to success New MPB head is young but thinks outside the box to achieve his goals, writes Wassayos Ngamkham

Pol Lt Gen Samran Nualma, the newly-appointed commissioner of the Metropolitan Police Bureau (MPB) has attached great importance to human resource development, coming up with a slogan “happy personnel succeed ... Read more »

Duped workers to return 'this week'

Twenty-three Thais who were tricked into working for a Chinese company in Cambodia and subjected to mistreatment at the hands of their employer have been rescued and will be repatriated ... Read more »

Irrigation disputes spark locals' wrath Still no panel to look at impacts despite govt pledge, writes Anucha Charoenpo

A resident talks about the impact of the irrigation projects at a forum for King Prajadhipok’s Institute (KPI) students. KPI photo The state should come up with urgent plans to help ... Read more »

Gift for Hollywood actor Crowe's PR

Culture Minister Itthiphol Kunplome meets Russell Crowe yesterday to show appreciation for his goodwill. australian embassy photo Culture Minister Itthiphol Kunplome met Russell Crowe yesterday to express the government's appreciation for ... Read more »

25brief1-motorcycles / proofed Ted

Aid for drivers aged 65 and over WELFARE: Taxi drivers and motorcycle taxi riders aged over 65 without social security membership have until Nov 5 to apply in person to ... Read more »

CU student union's decision to scrap Phra Kiew parade stirs row

A parade of the Phra Kiew royal headdress, the symbol of Chulalongkorn University, before the traditional soccer match between Chulalongkorn and Thammasat universities on Feb 25, 2021. (Photo: Patipat Janthong) ... Read more »

Demolition order for roadside shacks

Security authorities target some shacks selling miscellaneous items along Highway 323 in Sangkhla Buri of Kanchanabauri to be demolished on Sunday. (Photo: Piyarat Chongcharoen) KANCHANABURI: Operators of shacks selling miscellaneous ... Read more »

Bangkok bars battle to beat booze ban battering

A ban on booze in Bangkok has forced bars to come up with novel ideas to make some cash, such as making fruity mocktails. BANGKOK: As gin bottles gather dust, ... Read more »

Pheu Thai's popularity still high in Northeast: poll

A recent opinion survey by the National Institute of Development Administration, or Nida Poll, found the opposition Pheu Thai Party is still popular in the Northeast although many voters are ... Read more »

Co-payment most popular of all Covid relief measures: poll

A woman sells noodles at a fresh market in Bangkok with a “co-payment” sign pasted on her vending cart. The phase 3 co-payment programme was approved by the cabinet on ... Read more »

Car rams into lorry's rear, driver killed

SAMUT PRAKAN: A man was killed after a car he was driving rammed into the rear of a six-wheel lorry parked on a road side in Bang Phli district on ... Read more »

Co-payment most popular of all Covid relief measures: Suan Dusit Poll

People find the co-payment programme, one of the measures taken by the government to cushion impacts from Covid-19, most favourable to them, according to the result of an opinion survey ... Read more »

9,351 new Covid cases, 56 more deaths

Health workers vaccinate people against Covid-19 at Wat Bang Phli Yai in Bang Phli district, Samut Prakan. The government reserved 1,500 doses of vaccine for Thais and migrant workers on ... Read more »

Crevice kill unwinds, valiant act, swollen manhood

Stuffed in a hole The stench of rotting flesh gave away a carefully concealed murder in Kanchanaburi where the body was stuffed in a mountain crevice and entombed with a ... Read more »

Subsidies shore up SMEs ahead of Nov 1

More than 5,000 small and medium-sized enterprises (SMEs) joined a government subsidy programme to help them retain employees on the first day of registration on Wednesday, said Labour Minister Suchart ... Read more »

Thamanat stands by poll exposing some MPs as 'unpopular'

Thamanat Prompow, secretary-general of the ruling Palang Pracharath Party (PPRP), has defended a popularity poll conducted by his faction last week which gave discouraging results for some party MPs. Thamanat: ... Read more »

Clusters prompt Nov 1 fears Calls to delay reopening in Chiang Mai, Hua Hin

Chiang Mai has reported a rise in its daily Covid-19 caseloads fuelled by the recent detection of new infection clusters. Meanwhile, a similar surge in infections in Hua Hin and ... Read more »

Two nabbed for betting websites

Gambling website rap crime: Two women were nabbed and charged with running gambling websites during a police raid on a condominium in Huai Khwang district yesterday. Only one of the ... Read more »

'Limit the entry curbs' Simpler reopening needed to pull tourists, city traders say

bright lights beckon: The Giant Swing illuminates as dusk falls around one of Bangkok’s landmarks. Preparations have begun for the reopening of tourism on Nov 1. Nov 1 marks the ... Read more »

Govt talks up new, 'more efficient' Thailand Pass

The Foreign Affairs Ministry is rolling out a campaign to promote the use of the new Thailand Pass system which will replace certificates of entry (COE) for visitors to Thailand ... Read more »

Moderna jabs set for Nov 5

ZP Therapeutics, a division of Zuellig Pharma and the official partner of Moderna in Thailand, has confirmed the first shipment of 560,000 doses of the Moderna vaccine will arrive in ... Read more »

Long-weekend crowds throng Sangkhla Buri Site of famous wooden bridge in Kanchanaburi busy again after months in the Covid doldrums

Tourists throng Saphan Mon, the country’s longest wooden bridge in Sangkhla Buri district of Kanchanaburi on Saturday. (Photo: Piyarat Chongcharoen) KANCHANABURI: Tourists flocked to Sangkhla Buri on Saturday, with most ... Read more »

Moderna shots to arrive in 2 weeks

A healthcare worker holds a vial of the Moderna vaccine at a pop-up vaccination site operated by SOMOS Community Care in Manhattan in New York City on Jan 29 this ... Read more »

Ubolratana Dam discharges stepped up Water volume in reservoir reaches 111% of capacity at biggest irrigation dam in Northeast

The Ubolratana Dam, the largest irrigation dam in the Northeast, currently holds 2.7 billion cubic metres of water, or 111% of its capacity. (Photo: Chakrapan Natanri) KHON KAEN: Authorities on ... Read more »

How Russia built its digital Iron Curtain 'Black boxes' installed at telecom providers give authorities sweeping powers to block, filter and slow down websites

An image of President Vladimir Putin appears on a video screen on the outskirts of Moscow. (Sergey Ponomarev/The New York Times) Russia’s boldest moves to censor the internet began in ... Read more »

Three killed, 2 hurt in Korat road accident

Rescue workers retrieve victims from a drowned pickup truck in a roadside canal in Non Daeng district, Nakhon Ratchasima, early Saturday morning. (Photo supplied: Prasit Tangprasert) NAKHON RATCHASIMA: Three people ... Read more »

Three Korat villages under lockdown

Access to Khuem Muang village Moo 13 in Bua Yai district of Nakhon Ratchasima is blocked after a Covid-19 cluster was found. (Photo: Prasit Tangprasert) NAKHON RATCHASIMA: Three villages in ... Read more »

Democrats Weigh Tax Alternatives to Fund $2 Trillion Package Sen. Kyrsten Sinema objected to any increases in top marginal rates on corporations, individuals or capital gains

Senator James Lankford, a Republican from Oklahoma, left, speaks with Senator Kyrsten Sinema, a Democrat from Arizona before a Senate Finance Committee hearing Tuesday in Washington, D.C. Democrats worked to ... Read more »

9,742 new Covid cases, 74 deaths

People view the Bangkok skyline from the King Power Mahanakhon skyscraper in Bangkok on Friday. The country will open for more tourists from Nov 1 as the Covid-19 situation improves. ... Read more »
On free-english-test.com you will find lots of free English exam practice materials to help you improve your English skills: grammar, listening, reading, writing, ielts, toeic