I. The document provides insights into the lives and mindsets of I-Saan people in rural Thailand. It describes their daily routines, occupations, social activities and beliefs. II. I-Saan people live simple lives focused on working hard to earn enough money to get by each day. Though they face poverty, they find happiness in family, community and religious traditions. III. Education is seen as the path to a better life for their children. Though many young people leave their villages for work in cities, the village remains an important symbol of home, belonging and freedom for I-Saan people of all ages.

1. วิถีล้านนา อีสานสไตล์ วิถีล้านนา อีสานสไตล์ Think I-Saan Lanna Lives Think I-saan Lanna Lives Think I-Saan Lanna Lives

2. Pulse of the Media: Undercurrents of Popular Culture being expressed in the Media Pulse of Observers of Change: What knowledgeable Observers of Change predict about consumers Pulse of the Consumer: What is going on directly in Consumers’ lives and minds McCann Pulse

4. Think I-Saan! Untapped the Minds of I-Saan People

5. Welcome to their world.. . I.

6. SAME BASIC HOUSING STYLE THROUGOUT THE NEIGBOURHOOD WITH EXCEPTION FOR THOSE OF GOVERNMENT OFFICERS AND TRADERS

7. LIVING ROOM (SOMETIMES IS ALSO THE BEDROOM) HAS TV, RADIO, AND VCD. IT’S THE PLACE OF FAMILY BONDING .

8. THE BEDROOM MEANS MAP, MATTRESS AND MOSQUITO NET. EVERY MEMBER OF THE FAMILY SLEEPS TOGETHER IN ONE ROOM.

9. THE OUTDOOR KITCHEN WITH BOTH GAS AND TRADITIONAL STOVE. CULINARY UTENSILS ARE SIMPLE .

10. THE FOOD INGREDIENTS ARE BOUGHT FOR EACH MEAL . SPICY FOOD IS A MUST FOR ADULTS. MSG AND PLARA (FERMENTED FISH) ARE INDISPENSIBLE.

11. REFRIDGERATORS ARE MORE OR LESS EMPTY WITH ONLY WATER AND SOME VEGETABLES.

12. EACH HOUSE HAS ONE SHARED REST ROOM , SET APART FROM THE HOUSE. THE PRODUCTS USED ARE MOSTLY IN SMALL SIZE .

13. MOTORCYCLES ARE THEIR MEANS OF TRANSPORTATION . A MORE FASHIONABLE ONE ARE POPULAR AMONG TEENS.

14. THE MOMS AND POPS NEXT DOOR WITH ALMOST EVERYTHING FROM FRESH FOOD, PERSONAL CARE TO WHITE ALCOHOL.

15. THE NEIGHBORHOOD OF STRONG BONDING . THE ONE WHERE EVERYONE KNOWS EACH OTHER.

16. Enter to their mind.. . II.

35. Media in their lives.. . III.

38. Game show featured comedians ชิงร้อยชิงล้าน เกมส์ทศกัณฑ์ Thai after the news soaps ( Channel 3&7) At 10 Most Watched TV PROGRAMS กิ่งกาหลง คมคน คุณยายสายเดี่ยว

39. Most Watched TV PROGRAMS Royal Family news Sports, Documentaries i.e., football, Thai boxing (Male) News talks Entertainment news

41. ศิริพร อำไพพงษ์ ศักดิ์ ภูเวียง Sieng Isaan band เอม อภัสรา จินตรา พูลลาภ LYRICS ARE STRAIGHT TO THE POINT AND STRONGLY RELEVANT TO THEIR LIFE. Thai Local Singer (Luk-Toong, Mor-Lum) ดอกรัก ดวงมาลา

42. Clash Kala Karabao & Parn Labanoon Bird Big Ass Loook Krung THE MIDDLE GROUND BETWEEN URBAN THAI MUSIC AND LUK TOONG MUSIC AS BEING MOST RELEVANT. Sake Loso

43. Sinjai Pengpanich Chatchai Pengpanich Ann Thongprasom Namfon Patcharin “ หล่อบ่อสร่าง ” IDOL Kaew Aphiradee Older Group : Cee Siwat Oil Thana Por Natawut

44. Weeraparb Japanom Umm Patcharapar 3 Cha Gang David Beckham & Ronaldo IDOL Younger Group : Tangmo Kob Suvanun

47. Outdoor (Rural) THE OURDOOR MEDIA ONLY PRESENT AT MOMS AND POPS SHOP, FOCUSING ON BRAND AND PROMOTION.

48. Outdoor (Urban) Add photo A MORE DIVERSE MEANS OF OUTDOOR MEDIA. YET, THE TECHNOLOGY AND CREATIVITY ARE LIMITED.

49. Welcome to the lives of northern people L a n n a L ives

50. I LANNA BEING The Lanna way of life “ ”

64. What it takes to be ‘Lanna’ II THE ‘LANNA’ ESSENCE “ ”

65. t he L egacy

68. The W ork

69. From Pride to a chilled Working life One of the most proudest aspects of Lanna being is the fact that their work are based on skills and comparatively not labor oriented than other regions of Thailand. THESE SKILL SET THAT THEY HAVE IS PERCEIVED AS HAVING VALUE AND THAT THEY DO NOT NEED TO BE AMBITIOUS OR STRUGGLED IN LIFE

70. The same Working platform In each village, one or two craftsmanship and/or agricultural skills would be highlighted as a competitive advantage i.e., sewing, umbrella making, doll making, raising cows, etc. Here, there would be heritage knowledge transcended from one generation to another; not only in terms of labor skills but also marketing skills as to how to sell the products. “ อาชีพของคนเหนือจะเป็นไปตามถิ่นที่อยู่ เราก็จะรู้กันว่าหมู่บ้านนี้ทำร่ม หมู่บ้านนี้ทำแหนม หมู่บ้านนี้ทำเครื่องเงิน เราก็จะทำเหมือนๆกันแล้วแต่ถิ่นที่อยู่ / Northern people occupation depends on where they live. It’s been known for example that this village is about making umbrella, this village is about making traditional sausage, this village is for silverware. We end up doing the same thing in each village.” Female Family Builder - Rural

71. A less Competing life Sharing the same culture and working context, each Lanna households is less competing to each other. “ อยู่ที่นี่ไม่ค่อยเครียด อารมภ์แบบเรื่อยๆ เฉื่อยๆ ไม่มีการแข่งขัน วัฒนธรรมมันต่างกันกับกรุงเทพ / Living here, there’s not much of a pressure. It’s kind of laid back and chilled out. There’s no competition here. The culture is different from that of Bangkok.” Female Identity Builder - Urban THERE IS NO APPARENT SOCIAL GAP WITHIN THE COMMUNITY I.E., EVERYONE HAS SIMILAR THINGS

72. T he SOCIETY

73. A Sharing community “ อยู่ที่อื่นออกจากบ้านต้องใช้เงิน แต่อยู่นี่ขาดเหลืออะไรขอกันได้ / In other areas, you need to use money at all time, but here if you need anything, you can get from your neighbors.” Rural Development Government Officer The concept of sharing ( มีน้ำใจ เอื้อเฟื้อเผื่อแผ่ ) within the community is well established.

76. The Wishes

78. The Mindset And for their kids The most important plan that they made is for their kids. Ideally, they wish their kids would become a government officer i.e., soldier, police, etc. Here, they will make all their afford to make sure their kids get at least a bachelor degree. However, that depends on the preference and willingness of their kids. “ พี่ก็อยากให้ลูกเป็นทหาร ตำรวจไรงี้นะ มันยังไงล่ะ เท่ห์ดี / I want my son to be a soldier or police. I don’t know, I think it’s cool.” Female Family Builder – Rural “ มันก็ต้องแล้วแต่เค้านะว่าเรียนไหวมั๊ย ให้เราส่งเรียนเป็นหนี้แต่เค้าไม่รับก็ไม่ไหว / It’s up to him whether he can take it. It makes no sense to be in debt supporting kids education while they don’t appreciate it.” Male Family Builder – Rural

79. ” The media and technology in Lanna lives. “ III LANNA CONNECTIVITY

82. M The edia in Lanna Lives Favourite Idols All time favorite stars and actors/actresses from channel 3 and 7 are strongly appreciated among older groups. “ ป๋อตาหวาน ตาหล่อ / Por has a charming sweet eyes. It makes him look handsome.” Female Family Builders – Rural Nok Chatchai Sombat Sorapong Naowarat Por Nutawut Pancake Vorranuj Patcharapar

83. M The edia in Lanna Lives Favourite Idols Pei Parnward Tangmo Paula Potato Clash Rain Tik Jedsada Pong Nawat Golf Mike Scrubb As for the younger groups, there favorite idols are more diverse , including mainly both actors/actresses and singer; can be indy or international .

85. M The edia in Lanna Lives Example Witoon Jaiprom Witoon Jaiprom is the most popular Lanna adapted singer / ลูกทุ่งคำเมือง with his breakthrough comedy music.

86. M The edia in Lanna Lives Favourite Artists Younger adults are open to both country music and urban music . Chart breaking international music is also accepted in urban area. “ พวก Linkin Park ยังงี้ฟังไม่ทัน / For Linking Park kind of music, I can’t get what they sing. It’s too fast.” Male Identity Builder - Rural

87. M The edia in Lanna Lives Favourite Movies International/Chinese action thriller and Thai comedy/ghost are most famous choices while Korean series are also popular among younger groups.

89. M The edia in Lanna Lives Rural OOH OOH is quite simple in rural area with the core contact point being Kard Nut, moms and pops/mini mart and loading truck .

90. M The edia in Lanna Lives Urban OOH While most are still traditional, OOH in urban area are becoming more diverse with modern touch and lifestyle relevancy .

91. M The edia in Lanna Lives Rural POP Moms and pops setting are usually uncluttered . Here, outstanding displays help boosting visibility. AT POINT OF PURCHASE, BRANDED SHELF AND DECORATIVE ITEMS ARE TWO OF THE KEY HIGHLIGHTS

92. M The edia in Lanna Lives Urban POP Hypermarket and mini mart in urban area are more well categorized . STILL LACKING OF BREAKTHROUGH INNOVATION

93. M The edia in Lanna Lives The Internet access in Rural area While PC is presented in some higher income household, the Internet access at home in rural area is quite rare. Most young adults are using the Internet at their university or work place and Internet café at 10 Baht an hour. “ เล่นเกมส์ออนไลน์ Audition ก็ชั่วโมงละ 10 บาท / Playing online game like Audition, I have to pay for 10 Baht an hour.” Male Identity Builder - Rural

95. T h e a y F orward W

96. Consumers are all different cases T h e a y F orward W

97. The B egin ning Different person.. Different character Different family.. Different value set Different living area .. Different lifestyle Different education .. Different way of thinking Different status.. Different priority

105. Per sonal ization

109. Being Mass is like Being Free size. It never fits all.

110. Thank you For more details, please contact:- Varidda Voraakom Consumer Insights Director [email_address] Kanthika Udomlarptham Consumer Insights Executive [email_address] © Copyright 2008 . McCann Worldgroup Thailand. All Rights Reserved. Reproduction in whole or in part is forbidden without prior written consent of the copyright holder. T h e a y F orward W