Thai credit card First Choice pokes fun at fixation with metaverse

Thai credit card brand First Choice is tapping on our fixation with the metaverse to promote its credit cards to a young and blockchain-savvy audience. Leo Burnett Thailand was tasked with filming the commercial entirely in the metaverse and brought onboard Thai actor Mario and actress Pattie to star in the latest spot "Metaverrrrrr", which is a parody of making the world's first metaverse commercial. 

Constantly interrupted by the First Choice marketing team – and their increasingly demanding suggestions – Mario's and Pattie’s avatars encounters familiar hiccups such as being on mute or logging off before the meeting has ended. Even the First Choice marketing team had to deal with connectivity issues from one of their members in the film. 

Athip Sinpagekan, EVP head of marketing at First Choice said as a credit card brand for the young generation, First Choice is jumping on the metaverse trend with a unique vision for brand communications and a funny, witty execution.

Meanwhile, Leo Burnett Thailand's chief creative officer, Sompat Trisadikun, said the team loved the idea of filming in the metaverse in a style that will engage this generation of banking customers. "It’s relatable, timely, complete with glitches and poor signals: we hope it will stand out in a category that is often safe and conservative," Trisadikun said. The latest commercial positions First Choice as the credit card of this generation, and the next. 

"Metaverrrrrr" builds on another recent campaign by Leo Burnett Thailand: the First NFT Credit Card ART Collaboration. In January, First Choice unveiled its first NFT Credit Card ART Collaboration, a one-of-a-kind NFT token designed in collaboration with Thai NFT artist PUCK. The first person to own the First Choice x PUCK Collaboration NFT token will also score an extra million privilege points tied to their physical First Choice credit card.

Sinpagekan said the banking system is facing radical transformation as a new generation moves towards the blockchain system. "We have been working with Leo Burnett Thailand to let them know that First Choice is ready to face the change together. Our goal is to penetrate this market and promote our brand image to suit the lifestyles of the metaverse," Sinpagekan said. According to the bank, the First Choice NFT credit card ART Collaboration sold for 820% higher than its initial auction bid.