Description
To first launch the brand in red ocean market like Thailand where big local competitors are competing over users of mobile banking apps, the brand needs to differentiate themselves by stating the purpose clearly as the bank that was born exactly for Gen Ys.
So instead of following the same pattern of how other brands in the market have been projecting Gen Ys’ lifestyles in similar shallow executions, TMRW reached deeper into the target’s real insight. According to today’s social situation, the generation gap has been Gen Y’s biggest barrier especially in Asean where seniority lays deep in cultures and traditions. Being judged by the elders as nonsense generation, the Gen Ys in this region are being forced to accept the opinions of their older generations in all levels from family, society to organization. Same goes to financial services, as other banks in the market were designed for older generations as well.
As the bank designed for Gen Ys, TMRW decided to communicate through true understanding behind the brand purpose: different generation, different solution.”
This professional campaign titled 'TMRW Generation Swap Launch Series' was published in Thailand in March, 2019. It was created for the brands: TMRW and UOB, by ad agency: Rabbit's Tale. This Digital medium campaign is related to the Finance industry and contains 2 media assets. It was submitted almost 5 years ago.
Credits
Advertising Agency: Rabbit Digital Group, Bangkok, Thailand
Executive Creative Director: Noranit Yasopa
Creative Director: Papop Chaowanapreecha
Creative Group Head: Kanon Umpornsirirat, Kamolwan Nophaket
Art Directors: Kajohnchai Rodklongtan, Rapas Chamnanratanakul
Copywriters: Nalin Viroonhatham, Kornchanok Khuntiphuntukul
Agency Producer: Sarin Ittinuntaweerachai
Strategic Director: Saroj Laohasiri
Strategic Planner: Ployprom Detphutthiwat
Client Service Director: Kathleen Wongsanganan
Group Account Director: Nuttarine Lekcharoenvong
Account Manager: Sirapa Kanchanasuppawong
Account Executives: Rinyarat Leelapongcharoen, Supawadee Pincharoen
Production House: Factory 01
Film Director: Wuthisak Anarnkaporn
Executive Producer: Rewat Worarat
Producer: Rungtawan Nanthasaen
Director of Photography: Natdanai Naksuwan
Assistant Director: Wityawat Lakam, Mattanee Uajarernsup
Assistant Producer: Yanathip Monthonbundit
Production Designer: Cai Lian Jie
Location Manager: Decha Wattanawongchai
Stylist: Thida Rosthip
Casting: Kanjana Afasin
Post Producer: Apichaya Yueprayong
Editor: Sippanart Olarnsaritkul
Colorist: Arthur Lam
Music Composer: Korkiat Chartprasert
Sound Designer: Nopphalux Kosakorn
Flame Artist: One Cool Production
