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First Choice spins futuristic tale to hook Gen Z for new credit card

First Choice spins futuristic tale to hook Gen Z for new credit card

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Thai credit card brand First Choice and advertising company Leo Burnett Thailand have collaborated to launch a campaign to promote the "XU by First Choice" credit card to a generation of digital natives.

Titled "Mafia of Digital World", the campaign stars Thailand artist Ink Warunthon as the protagonist of a surreal world ruled by a demanding mafia boss who has a penchant for "collabs" and unboxing. Setting the character up to face an army of budget cutters when her excessive demands exceed her budget, the brand will then utilise this opportunity to "come to the rescue" and market its credit card to its target audience, the young and digital-savvy Gen Z. According to Leo Burnett Thailand's group creative director, Sarut Yungcharoen, it adopted an unconventional approach by creating this campaign featuring a fantastical world, especially for Gen Z, and that it was not afraid to break category norms to get their attention. 



First Choice is a Thai company that provides personal loans, installment loans, and credit cards under the operations of Ayutthaya Capital Services Company Limited. Currently, it has a customer base of over two million cardholders, and has more than 20,000 commercial partners nationwide. Among its partners include brands such as Agoda, AirAsia, Grab, HomePro, Shoppy, Major. Cineplex, Uniqlo, Lotus Online. 

Athip Sinpagekan, EVP head of marketing at First Choice, explained, “As natives of the digital world, Gen Z can control their whole world with just their fingertips. Many of their demands or desires occur totally on digital platforms – they have so much freedom of thought and independence". The brand touts its "XU by First Choice" credit card as a card that provides benefits ranging from 0% interest for online purchases for up to six months, monthly e-coupons that can be redeemed online, to a cashback of up to 18% for online shopping, accompanied with online purchase protection and spending alerts. He added that its credit card "makes it easy for younger generations to connect with new lifestyles online". 

The "Mafia of Digital World" campaign follows the recent launch of "Metaverrrrrr", a parody of making the world’s first metaverse commercial, to promote First Choice credit cards. Starring Thai presenters, Mario and Pattie, "Metaverrrrrr" has clocked up over 15.3 million views on YouTube and Facebook in Thailand alone since launching in February 2022. In the parody, Mario's and Pattie's avatars encounter familiar hiccups such as being on mute or logging off before the meeting has ended. 

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