Credit card advertising seems to think it has to be very formal. It leaves Gen Z out in the cold. Which is strange, Gen Z is a wealth of riches for financial institutions. Leo Burnett Thailand and First Choice are talking to Gen Z in its tone and manner. That makes for wild and entertaining creative. Their campaign, Mafia of Digital World, is a futuristic tale about digital life that promotes the XU by First Choice credit card to a generation of digital natives.
The story, which stars Ink Warunthon, one of Thailand’s most popular female artists, is set in a surreal world ruled by a demanding mafia boss who has a penchant for ‘collabs’ and unboxing. When her excessive demands exceed her budget, she faces an army of budget cutters, and the chaos begins. XU by First Choice comes to the rescue – a credit card that targets a young and digital-savvy audience with benefits ranging from 0% interest for online purchases for up to 6 months to monthly e-coupons that can be redeemed online, cash back of up to 18% for online shopping, plus online purchase protection and spending alerts.
“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, which is why we launched ‘XU by First Choice’ – a credit card that makes it easy for younger generations to connect with new lifestyles online,” explained Athip Sinpagekan, executive vice president head of marketing at First Choice.
Sarut Yungcharoen, group creative director at Leo Burnett Thailand, added, “To get Gen Z’s attention, we created a fantastical world that’s ruled by an all-powerful mafia boss, played by one of the most famous female artists in Thailand, especially for Gen Z. It’s an unconventional approach from a brand that is passionate about tailoring its products to the needs of a younger audience and isn’t afraid to break category norms to get their attention.”
Mafia of Digital World follows the recent launch of Metaverrrrrr – a parody of making the world’s first metaverse commercial to promote First Choice credit cards that has clocked up over 15.3 million views on YouTube and Facebook in Thailand alone since launching in February 2022.
Client: Ayudhya Capital Services Company Limited (Krungsri First Choice)
Creative Agency: The Leo Burnett Group Thailand
Chief Creative Officer: Sompat Trisadikun
Executive Creative Director: Ariyawat Juntaratip
Group Creative Director: Sarut Yungcharoen
Art Directors: Sompat Trisadikun, Ariyawat Juntaratip, Sarut Yungcharoen & Sarita Virunechavee
Copywriter: Kittinat Prasomsap
Account Management: Rathawan Sukanake, Pattra Ketsamathi & Naphat Chiangrat
Agency Producer: Rungrudee Chinpratan
Strategic Planners: Surapen Yosravikul Saito & Praewpakorn Chumsainaayudhaya
Production Company: B1 FILMS
Director: Bhakpong Skonvitayanon
Assistant Film Director: Wityawat Lama
Production Producer: Pornchanok Junjumroensub
DOP: Abhisit Prasongsup
Editor: Srawut Kaweethammwong
Sound Studio: Mellow Tunes