Bangkok, Thailand – Credit card brand First Choice in Thailand together with creative agency Leo Burnett Thailand has launched a new campaign titled ‘Mafia of Digital World’, a futuristic tale that promotes the ‘XU by First Choice’ credit card to a generation of digital natives.
The campaign is directed by Bhakpong Skonvitayanon at B1 Films and stars Ink Warunthone, one of Thailands popular female artist. It 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.
Athip Sinpagekan, EVP head of marketing at First Choice, said that 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,” Sinpagekan said.
The agency said that XU by First Choice is a credit card that targets young and digital-savvy audience. The benefits it offers 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.
Meanwhile, Sarut Yungcharoen, group creative director at Leo Burnett Thailand, commented, 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,” Yungcharoen added.
The ‘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.
