A wonderfully conceived ad with charm, humour and the 'unexpected' from a credit card company
Central Group's The 1 credit card, big in Thailand, has created an unexpectedly amusing campaign to highlight how members don't take advantage of their privileges.
It's unexpected from a credit card company as it's a charming short film with humour, all in the right places, and it's relevant.
A fan of the unusual and memorable, I think this is brilliant.
7 minutes.
Yes, it's a whopping 7 minutes long.
It begins with the expectant face of a boy smartly dressed in his uniform, ready for his day of training.
His master (despite his role is kindly, which makes me love this even more) instructs him to do various chores—each ticking off one of his duties and getting him closer to promotion.
Wonderfully shot, scripted and cast, we willingly follow the young boy's story to find out what it all means.
The reveal at the end unveils the new app the credit company has created to help people simply, easily and wherever they are in the world, find out about and use their privileges.
Apparently over 19 million members have points expire with over 15 million privileges worth 200 million Thai Baht. This means there are about 80% of members that lose their privileges every year without knowing it.
It differentiates the 1 brand so well and speaks directly to customers in a way that they won't forget in a hurry.
It's cleverly conceived and executed and despite its length, I urge you to watch to the end.
It won't disappoint.
Credits
Client Credits
Managing Director: Kawin Tangudtaisak
Head of Marketing: Hansa Wongsiripitack
Head of Branding and Communications: Muananon Poonsripatana
Agency Credits:
Wunderman Thompson Thailand
Chief Creative Officer: Park Wannasiri
Creative Director: Danai Apiwatmongkol
Art Director: Panupong Putong
Copywriter: Supalerk Silarangsri, Nonthapat Cholavit
Managing Partner: Supannapa Traitonwong
Client Service Director: Nutthapong Wannakovit
Group Account Director: Kasidit Khantee
Account Manager: Kewalee Charoenjit
Account Executive: Supitcha Ploenchit
Senior Strategic Planner: Pichamon Karnchanaphoosakit
Strategic Planner: Siwakorn Seetaraso
Project Manager: Kanokwan Kaewkern
Producer: Supatra Assawateppitak
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