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SUB CATEGORY :
LOTUS ROOTS
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COMPANY ENTERING :
RABBIT DIGITAL GROUP COMPANY LIMITED,
BANGKOK
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TITLE :
MAE-MA-NEE MONEY SOLUTION
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BRAND :
SIAM COMMERCIAL BANK
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ADVERTISER :
SIAM COMMERCIAL BANK
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AGENCY :
RABBIT DIGITAL GROUP COMPANY LIMITED,
BANGKOK
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EXECUTIVE CREATIVE DIRECTOR :
NORANIT YASOPA
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CREATIVE DIRECTOR :
NORANIT YASOPA
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ASSOCIATE CREATIVE DIRECTOR :
TIABTAWAN LIMJITTRAKORN
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COPYWRITER :
SUPAKIT SUKAROG/PAPOP CHAOWANAPREECHA
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ART DIRECTOR :
NORANIT YASOPA/SARINA PORNNIMIT
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DESIGN TEAM LEAD :
CHAKRIT BOONJAROEN/THEERAPON HONGGAM
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DESIGN DIRECTOR :
SIBB SATTAKHUNCHUTIPA
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ACCOUNT DIRECTOR :
KATHLEEN WONGSANGANAN/DARANEE RUEKNUMPHET
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ACCOUNT MANAGER :
PHICHAYAPORN CHAIPUCKSAYANON
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ACCOUNT EXECUTIVE :
NATAWAN PANACHVENVONGSAKUL
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PROJECT MANAGER :
JETAPORN AKSORNDEJ
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STRATEGIC PLANNING DIRECTOR :
SAROJ LAOHASIRI
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STRATEGIC PLANNER :
CHAYANIN PRASERTSUK/BODIN BOONSIRIPHANT
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AGENCY PRODUCER :
SARIN ITTINUNTAWEERACHAI
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MEDIA AGENCY :
RABBIT DIGITAL GROUP, BANGKOK
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MEDIA PLANNING MANAGER :
ACHARA KAMOLPECHARA
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TOUCHPOINT EXECUTIVE :
CHACRIS SAETEH/PATTARATHIPA VONGPRASIT/
MONTAKARN KINGPHAIBOON
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FILM PRODUCTION COMPANY :
NAKED CO., LTD., BANGKOK
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DIRECTOR :
SITTISIRI MONGKOLSIRI
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1ST ASSISTANT DIRECTOR :
SUPAT RANGSIPAT
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CINEMATOGRAPHER :
PIRACHAT PUTTISANGPAKDI
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GAFFER :
BANJONG MONGLEK
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ART DIRECTOR :
LUKSAMEE ENDOO
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FILM PRODUCER :
KOTCHAKAMOL PINPRICHAKUL
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UNIT PRODUCTION MANAGER :
AKANIT RATTANAMANEE
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CASTING :
PARICHAD WISETPANICH
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STYLIST CELEB :
YOT KORKONGWITSARUT
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STYLIST :
SUPRANEE SRIBOONSONG
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POST-PRODUCTION COMPANY :
NAKED CO., LTD., BANGKOK
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EDITOR :
SIPPANART ORANSARITKUL
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SOUND PRODUCTION COMPANY :
MELLOW TUNES, BANGKOK
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SOUND ENGINEER :
ARTIT VONGMETTA
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SOUND STUDIO PRODUCER :
KRITTIYA KEAMAROJANAVONG
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MUSIC COMPOSER :
SIWAT HOMKHAM/POKPONG JITDEE/PEERAPAT KITTIVACHRA
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CULTURAL CONTEXT EXPLANATION :
THAILAND IS A COUNTRY THAT STILL VERY MUCH RELIES ON CASH.
A LARGE MAJORITY OF MERCHANTS IN THE THAI MARKET STILL ONLY ACCEPT CASH PAYMENTS SO WHEN QR CODES WERE BEING INTRODUCED TO THE SOCIETY, THIS WAS A BIG CHALLENGE. WITH THAI PEOPLE BEING HIGHLY SUPERSTITIOUS WE USE THE NANG KWAK, A SPIRITUAL FIGURINE ALL SHOP OWNERS KEEP IN THEIR SHOPS AS A LUCK BRINGING CHARM. THIS WAY WE COULD COMMUNICATE THESE THINGS TO MERCHANTS IN A RELATABLE WAY. MAE MANEE IS CREATED AS A MODERN DAY NANG KWAK AND WORKS SIMILARLY TO A TRADITIONAL ONE, ATTRACTING CUSTOMERS AND BRINGING LUCK IN THE FORM OF MONEY. SHE HELPS THEM UNDERSTAND QR CODES, WHAT THAI MERCHANTS ONCE BELIEVED AS COMPLICATED, EARNING HER A PLACE IN ALL SHOP FRONTS. MAE MANEE SUCCESSFULLY AIDS THAILAND TAKE ITS FIRST STEP INTO A CASHLESS SOCIETY NOT LEAVING BEHIND OUR ROOTS AND LOCAL BELIEFS.
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CAMPAIGN SUMMARY :
FROM THE OBJECTIVE OF GAINING QR CODE USERS, A CHARACTER THAT WAS CREATED TO EDUCATE USERS IN THE USE OF QR. MAE MANEE WAS CREATED AS A CHARACTER THAT ACTS AS A MERCHANT’S COMPANION. WITH MERCHANTS AS OUR PRIMARY TARGET, A CHARACTER WAS CREATED IN PAIR WITH THE QR CODE RESEMBLING “NANGKWAK”, A SPIRITUAL STATUE BELIEVED TO BRING LUCK TO VENDORS. MAE MANEE IS USED AS A TOOL TO COMMUNICATE THE USE OF QR AMONG MERCHANTS IN VARIOUS MEDIAS ONLINE INCLUDING A 7 MINUTE ONLINE FILM, 2 HUB VIDEOS, ALONG WITH POSMS AND VARIOUS MERCHANDISES. THE CAMPAIGN RESULTED IN OVER 1.2 MILLION REQUESTS FOR MAE MANEE QR CODES ALONG WITH SUCCESSFULLY CHANGING CUSTOMER BEHAVIOR ON USING CASH. MORE THAN 1 MILLION TRANSACTION PER MONTH IN VALUE OF 18 BILLION BAHT DURING THE FIRST 6 MONTHS.
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THE BRIEF :
QR CODES FROM ALL NATIONAL BANKS HAVE BEEN LAUNCHED IN PARALLEL TO THAILAND EMERGING INTO THE PHASE OF A CASHLESS SOCIETY. BECAUSE QR CODES GIVEN TO ALL BANKS LOOK EXACTLY THE SAME, OUR OBJECTIVE IS TO NOT ONLY TO MAKE USERS CHOOSE OUR QR CODE OVER OTHER BANKS BUT ALSO TO INCREASE BRAND AFFINITY TOWARDS OUR BANK.
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THE STRATEGY :
WITH THE OBJECTIVE TO GAIN AS MANY USERS AND INCREASE FAMILIARITY WITH OUR QR, WE STARTED FROM OUR PRIMARY TARGETS, MERCHANTS TO INCREASE OUR OUTLET.
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THE EXECUTION :
BY BOMBARDING MMN POSM THROUGHOUT THAILAND ESPECIALLY IN STRATEGIC LOCATIONS REACHING OUT TO VENDORS AND TRANSPORT SERVICES, WE SUCCESSFULLY INCREASED THE USE OF QR SCANNING. MAE MANEE BECOMES THE MERCHANTS’S COMPANION THAT EVIDENTLY HELPS EASE PAIN POINTS IN THEIR EVERYDAY LIVES.
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THE RESULT :
THE CAMPAIGN RESULTED IN OVER 1.2 MILLION REQUESTS FOR MAE MANEE QR CODES ALONG WITH SUCCESSFULLY CHANGING CUSTOMER BEHAVIOR ON USING CASH. MORE THAN 1 MILLION TRANSACTION PER MONTH IN VALUE OF 18 BILLION BAHT DURING THE FIRST 6 MONTHS. ON TOP OF THAT, AWARENESS HAS BEEN SPREAD ALL OVER THE COUNTRY WITH MAE MANEE QR BEING MAIN CHOICE FOR MERCHANTS AND TRANSPORTATION DRIVERS. SHE IS NOT ONLY TREATED AS A PAYMENT OPTION BUT AS A COMPANION AND A LUCKY ITEM, WITH THE LIMITED FIGURINES EVEN AUCTIONED ONLINE. EVERYONE WANTS TO BE FRIENDS WITH MAE MANEE.