he marketing challenge for Happy, a prepaid mobile brand in Thailand, in the fourth quarter of 2005 was to strengthen the brand, which had been introduced only a year earlier.

The idea was to present the brand to consumers on media occasions when they felt happy. Research indicated that most consumers felt happy when given gifts, especially flowers. Thailand was benefiting from a boom in florists, but most consumers found florists� gift-card selections very poor. Often, they would bring their own to use.... more