SCB UP - Launch Campaign
(Created during my time at VML, Bangkok)
THE WHOLE CAMPAIGN IN ONE SENTENCE :
"SHOWING THE POSSIBILITY OF UP-ING YOUR BUSINESS"
SCB UP is a new SME loan by SCB, one of the leading banks in Thailand. The client wants to approach SMEs who would be using the loans to further their businesses rather than solving existing problems. The challenge is that the stable SMEs don't necessary have an idea of what they could do with a loan.
To prevent the lack of idea from dissuading the SMEs from considering SCB UP loan, we decide to give the targeted businesses a series of examples of what a business could do. To instantly attract attentions through recognition, rather than using a fictional brand, we reimagine the logos iconic brands that that Thais already know well to inspire the SMEs what they could have done with their own businesses.
Through collaboration with the iconic brands, alternative versions of their packagings featuring the reimagined logos are created. The packagings are also promoted through posters which can be flexibly placed in shopping streets and neighborhood market areas with a lot of SMEs.
Example Brand: Kon Baek Goong or "Man Carrying Shrimp" becomes "Man Transporting Shrimp" as an example for upgrading logistic system.
Example Brand: Tao Yeab Lok or "Turtle Stepping on Earth" becomes "Turtle Stepping on Saturn" as an example for expanding the market.
Example Brand: Cocoa Ai Ton or "Bro Ton's Cocoa" becomes "Tycoon Ton's Cocoa" as an example for increasing the stablility of your business.
