Advertising News The Work
Emily Tan
Oct 21, 2013

Case Study: How hipsters, Les Miz and dodgy jeans connected a Thai bank with Gen Y

BANGKOK: Thai Gen Ys (20-30 year olds) don’t like banks or even credit cards and don't really watch TV - so Siam Commercial Bank launched a new mobile payment product (Up2Me) and teamed up with JWT to launch a webfilm and engage the target audiance on its own turf. The success changed the company's thinking.

Music, humour and an app

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