What the fast!

Background: First Choice Cash and Credit Card needs to gain new users from the existing pool of customers in the market. This year, they want to promote the 'Fastest Approval' features, which they are the leader in the market right now. This film series is designed to be fast, simple, short and become an online entertainment content. We filled in humor into the story to make sure people will be entertained as well as be informed about product’s attributes. Creative Idea: This campaign by Krungsri First Choice demonstrates an excellence marketing strategy by using ‘fast communication’. A fast, micro films that communicate about how fast the approval process is at First Choice. With fast and simple video people will be redirect fast to the brand website where they can apply for First Choice card and get an instant approve. Insights & Strategy: Thailand is one of world's worst traffic countries. Most Thais prefer 'motorcycle taxis' as a faster choice to get around. These set of films commercial use this context of 'Fast' in Thai people's lives to capture the feeling of how fast it is to apply and get approval at First Choice. Execution: The film starts with a scene where audiences see a quick application approval from someone's First Choice app. Then the film continues by capturing the feeling of 'Fast approval' by telling a metaphorical story of how 'approval scenarios' in lives would it be, if they were as fast as First Choice's approval. The scenarios includes :making up with a girlfriend, asking your dad to spend a night with a boyfriend, and confess to a boss. Normally, these are long, complex scenarios for anyone to get an 'approval'. But the twist in the film is they are shown as fast, and simple conversations, just like talking while riding motorcycles past each other. Results: This is a commercial Film made for First Choice, a Thailand-based cash card and credit card brand, for their ‘Fast Acquisition’ Campaign. They want to promote the ’Fastest Approval’ features, which they are the leader in the market right now. The film starts with a scene where audiences see a quick application approval from someone’s First Choice app. Then the film continues by capturing the feeling of ‘Fast approval’ by telling a metaphorical story of how ‘approval scenarios’ in lives would it be, if they were as fast as First Choice’s approval. Result : 10 Million Views within 1 month / Acquisition rate increases by 31% , grows by +5% Feb 2024 VS Mar 2024 / More than 54% of applicant are from online / Spending is growing since launch.