[Our Project]
CIMB THAI ธนาคาร ซีไอเอ็มบี ไทย
DIGITAL PRODUCT LAUNCH FOR YOUNGER AUDIENCE
TO SHIFT THE BRAND’S PERCEPTION FROM A TRADITIONAL INVESTMENT BANK TO ONE RELEVANT TO YOUNGER RETAIL CUSTOMERS, WE REPOSITIONED THE DIGITAL PRODUCT LAUNCH WITH A CONTENT-LED STRATEGY. INSTEAD OF A SINGLE VDO, WE PROPOSED A SERIES OF SIX SHORT, SLICE-OF-LIFE VIDEOS THAT HIGHLIGHTED KEY FEATURES THROUGH RELATABLE EVERYDAY MOMENTS. BUILT ON CUSTOMER-CENTRIC INSIGHTS, EACH EPISODE SHOWCASED REAL USER EXPERIENCES AND THE APP’S INTUITIVE DESIGN. WE THEN COLLABORATED WITH MEDIA PARTNERS TO TAILOR CONTENT FOR DIFFERENT LIFESTYLE SEGMENTS. THE FINAL EXECUTION INCLUDED 6 VDOS AND 3 KEY VISUALS, DRIVING AWARENESS AND ENGAGEMENT ACROSS MULTIPLE TOUCHPOINTS.
CAMPAIGN KEY VISUAL
WE POSITIONED THE BRAND AS A FAST, ACCESSIBLE SOLUTION FOR SUDDEN FINANCIAL CRISES BY SEGMENTING FIVE KEY GROUPS WITH COMMON EMERGENCY NEEDS AND CREATING TAILORED MESSAGES FOR EACH. THE CAMPAIGN DEPLOYED TARGETED MATERIALS AT HIGH-STRESS TOUCHPOINTS—INCLUDING HOSPITALS, SCHOOLS, BTS/MRT STATIONS, FOOD COURTS, AND CAR/HOME REPAIR LOCATIONS—to REACH AUDIENCES AT THE MOMENT OF NEED. WE HIGHLIGHTED THE NEW SELF-APPLY LOAN FEATURE, ENABLING APPLICATION AND APPROVAL THROUGH THE CIMB THAI APP WITHIN 3 HOURS, SUPPORTED BY KEY VISUALS AND AMBIENT MEDIA TO DRIVE CONVERSION ON-SITE.
“CAMPAIGN AWARD“
IN 2024 CIMB THAI SELF-APPLY UNSECURED LOAN SERVICE CAMPAIGN RECEIVED AND AWARDS FROM THE DIGITAL BANKER UNDER THE CATEGORY OF ‘GLOBAL RETAIL BANKING INNOVATION AWARDS’. THE WINNING AWARDS THAT WE RECEIVED WERE ‘BEST MARKETING PERSONALISATION ACROSS CHANNELS’.
LIFESTYLE CAMPAIGN WITH PRESENTER STRATEGY
TO ESTABLISH FAST AND EFFECTIVE BRAND AWARENESS, WE RECOMMENDED INTRODUCING THE BRAND WITH A PRESENTER WHO AUTHENTICALLY REFLECTS THE ASPIRATIONS AND LIFESTYLE OF OUR TARGET AUDIENCE—ENABLING INSTANT RELEVANCE AND EMOTIONAL CONNECTION FROM THE VERY FIRST PHASE OF COMMUNICATION. WE PRODUCED A LIFESTYLE-LED VDO AND KEY VISUAL AND DESIGNED A STRATEGIC MEDIA JOURNEY ACROSS OOH LED BILLBOARDS, HIGH-TRAFFIC CBD BUILDING WRAPS, AND KOL AMPLIFICATION, CREATING POWERFUL LIFESTYLE ASSOCIATION AND WIDE AUDIENCE IMPACT.
CAMPAIGN KEY VISUAL
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