TMB Business: Top ten bank in Thailand, challenge to pick up to Top Five.
TMB was a client acquired into Y&R Thailand under my strategic lead twice.
Cross checked client brief and led to new source of business 'TURN WASTED MONEY INTO SAVING'
BACKGROUND: Client target people who want to apply for insurance but cannot afford high installment by saying 'Life Saver 15/9 is a light payment insurance for everybody'
TASK: Actually from client brief, it can go directly to creative execution. However, I did more consumers exploration to cross check the brief.
DISCOVERY: Saying that it is a light installment 'insurance' will not ring a bell for Thai people. They apply for insurance only for sickness or death. However, saving is something people without discipline always are struggle with. Thus, instead of convincing people to a light installment saving insurance – convince those who cannot save to a disciplined saving!
IDEA: Turn wasted money in to saving
RESULT: 15/9 Sales hit it highest record. Consumers came in to the bank and ask for the product that would help them save like on the Ad. Consumers also ganerated organic talk online too.
The idea was highly relevant to the audiences. Thus, it was very easy to spun around into native content that triggered interest.
An article providing saving tips for salary man
An article directly hit consumers painpoint: I want to save money, but I really don't know where all the money goes.
Consumers brought the word 'I don't know where all my money goes' as a hashtag in their twitter
It generated talk on webboard and social media discussing the product and saving.
Continuously develop message for the same product 'ALL FREE SAVING ACCOUNT'
BACKGROUND: 'All Free', a saving account that was constantly improved to reduce fee in transaction activities.
TASK: Seek for new message to highlight the product development
The first version of 'All Free' ad, I had worked on, highlighting interbank transaction without fee IDEA: Deliver ALL money
Second version of All Free hightlighting unlimited free of fee interbank transaction IDEA: Transfer as many time as you like
The upgraded version of 'All Free' which no longer limit frequency in all transactions. All transaction can be done without fee. This means the remark sign * will no longer exist. IDEA: Kill the star marks