ASIA-PACIFIC – THAILAND, JULY 2, 2012: Alpha245, a member of Leo Burnett Group, recently launched an integrated campaign for Thailand’s revolving loan operators Umay+.
Alpha245 seeks to break away from the common approach in this campaign, relaunching the brand with the HumanKind purpose that Umay+ exists to be a financial solution that respects every need with positivity.
The campaign, which will run across TV, point-of-sales, billboards and sales driver visibilities, aims to build brand affinity as well as increase card penetration among its key target audience of first jobbers who are not credit card holders.
In a category that has long been established based on its functional usage as an emergency cash card with no other engagement value-added, previous communications for revolving loan brands focused on pushing people to spend more, portraying the target audience as an irresponsible, live large type of personality with social stigma attached. Slapstick humour, commonly used for advertising in this category shows a lack of respect for people, thus fostering low category empathy.
Through the agency’s ‘dirty feet’ research, the team unearthed people insights that across financial status and age groups that there are reasons behind every purchase – encouraging people not to undermine others with their own judgments.
“This campaign is considered a paradigm shift for the revolving loan category in Thailand. It’s the first time that a revolving loan brand speaks a HumanKind language and gives respect to the cardholders who do not have access to credit cards yet. Our solution is rooted in a human truth which creates a positive and sustainable dialogue for the brand,” said Thipayachand Hasdin General Manager of Alpha245; a member of the Leo Burnett Group Thailand.
Earlier this year, Alpha245 was awarded the creative duties for Umay+ following a four-way pitch against its incumbent agency, Think Factory, BBDO and Asatsu. This is the first campaign for the brand following the appointment.
Creative Credits Information
Client: Umay+
Title: Dress, Motorcycle
Creative Agency: Alpha245 Thailand
Chief Creative Officer: Sompat Trisadikun
Deputy Executive Creative Director: Paruj Daorai
Creative Group Head: Santi Tubtimtong
Art Director: Panupak Siripakdee
Copy Writer: Thiti Boonkerd
Agency Producer: Sompetch Nuntasinlapachai / Rungrudee Chinpratan
Production House: Sunshine-etc.
Production House Producer: Khanuengnit Wichitsakonkit
Film Director: Kumphol Witpiboolrut
Account Management team: Wipaporn Pojthaveekiat– Account Director
Minichisa Suksangwarn– Account Executive
