Leo Burnett Group's Alpha245 launches first integrated campaign for Umay+ in Thailand

Dress.jpgAlpha245, a member of the Leo Burnett Group, recently launched its first integrated campaign for Umay+, one of the leading operators within the revolving loan category in Thailand.


The campaign, which will run across TV, point-of-sales, billboards and sales driver visibilities, aims to build brand affinity as well as increase card penetration among its key target audience of first jobbers who are not credit card holders.
In a category that has long been established based on its functional usage as an emergency cash card with no other engagement value-added, previous communications for revolving loan brands focused on pushing people to spend more, portraying the target audience as an irresponsible, live large type of personality with social stigma attached. Slapstick humour, commonly used for advertising in this category shows a lack of respect for people, thus fostering low category empathy.

Alpha245 seeks to break away from the common approach in this campaign, relaunching the brand with the HumanKind purpose that Umay+ exists to be a financial solution that respects every need with positivity.

"This campaign is considered a paradigm shift for the revolving loan category in Thailand. It's the first time that a revolving loan brand speaks a HumanKind language and gives respect to the cardholders who do not have access to credit cards yet. Our solution is rooted in a human truth which creates a positive and sustainable dialogue for the brand," said Thipayachand Hasdin General Manager of Alpha245.

Credits - Chief Creative Officer: Sompat Trisadikun. Deputy Executive Creative Director: Paruj Daorai. Creative Group Head: Santi Tubtimtong. Art Director: Panupak Siripakdee. Copywriter: Thiti Boonkerd. Agency Producers: Sompetch  Nuntasinlapachai, Rungrudee Chinpratan. Production House: Sunshine-etc. Production House Producer: Khanuengnit Wichitsakonkit. Film Director: Kumphol Witpiboolrut. Account Director: Wipaporn Pojthaveekiat. Account Executive: Minichisa Suksangwarn.


Warren Guthrie said:

HumanKind indeed. A more human strategy, and empathetic, engaging work. Well done Alpha245!

Samarjit Choudhry said:

Its outstanding work...the emotion is so simple yet universal...Great Work

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