Transports Metropolitans De Barcelona (tmb) Promo, Case study THE FIGHT FOR FAIRNESS by Leo Burnett Bangkok

THE FIGHT FOR FAIRNESS

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market Thailand
Agency Leo Burnett Bangkok
Director Tanawat Aiemjinda, Thanachai Sartara
Executive Creative Director Keeratie Chaimoungkalo, Sompat Trisadikun
Art Director Sanpathit Tavijaroen, Narudol Karadist
Copywriter Chanwit Nimcharoen
Editor Pakawat Pomtri
Released August 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: TMB BANK PUBLIC COMPANY
Product/Service: TMB UP&UP
Agency: THE LEO BURNETT GROUP THAILAND
Date of First Appearance: Aug 1 2010
Entrant Company: THE LEO BURNETT GROUP THAILAND, Bangkok, THAILAND
Executive Creative Director: Keeratie Chaimoungkalo (The Leo Burnett Group Thailand)
Executive Creative Director: Sompat Trisadikun (The Leo Burnett Group Thailand)
Creative Director: Sanpathit Tavijaroen (The Leo Burnett Group Thailand)
Copywriter: Chanwit Nimcharoen (The Leo Burnett Group Thailand)
Art Director: Sanpathit Tavijaroen (The Leo Burnett Group Thailand)
Art Director: Narudol Karadist (The Leo Burnett Group Thailand)
Agency Producer: Rungrudee Chinpratan (The Leo Burnett Group Thailand)
Agency Producer: Sompetch Nuntasinlapachai (The Leo Burnett Group Thailand)
Agency Producer: Jirateep Sangsuwan (The Leo Burnett Group Thailand)
Group Account Director: Suthasi Sukpornsinchai (The Leo Burnett Group Thailand)
Account Director: Yurayong Rugpratum (The Leo Burnett Group Thailand)
Director: Thanachai Sartara
Director: Tanawat Aiemjinda
Cinematographer: Prapope Duangpikul
Editor: Pakawat Pomtri
Film Producer: Walaimas Aurthaweekul
Computer Artist: Chanachai Buakwa
Music Composer: Terdsak Janpan
Sound Producer: Tosapol Prasert
Announcer: Tin Chokkamolkij
Media placement: Live Stunts - In Front Of All Big Banks In Bangkok - 1 August 2010
Media placement: Recruitment Print Ads - Newspaper - 14 September 2010
Media placement: TVC - Channel3,5,7,9 - 2 August 2010
Media placement: Website - Www.not-Fair.com - 14 September 2010
Media placement: Blogs - Wordpress.com - 14 September 2010
Media placement: Social Networks - Facebook, Twitter - 14 September 2010
Insights, Strategy & the Idea
Many of the big banks in Thailand attracted customers with an incredible high interest rate with a 24 months fixed term saving account. However customers have never been told about a bank’s policy that when making an early withdrawal before completing a long period frozen of their live savings, they lose all interests and gain nothing back. Even with a lot of complains from customers, they just didn’t listen.
TMB positions themselves as a bank for people and stands on the opposite side of the big banks by introducing “TMB Up&Up” a fairer fixed term saving account that customers can making early withdrawals without losing deserved interests. But this campaign is not all about stealing customers to be our fans. It’s all about winning against all big banks’ unfair policy, making it fair for people and showing how fair the other banks are VS TMB.
Creative Execution
We studied from a research that there’re thousands of customers already became victims of these big banks.
TMB recruited them to start a national debate by organising a live protest to create the act that will make all the big banks realise the power of customers who deserved a fair treatment. It was a fight for fairness by thousands of brokenhearted customers who turned up to sing and protest against the unfair policy in a business area in Bangkok. We recorded them and broadcasted on air the next day. They then rallied to protest in front of other big banks in all business areas.
Results and Effectiveness
We won! The Customer won! With a lot of attentions from both offline and online, website, blogs, articles all talked about the unfair policy. Customers realised how fair their current banks were. Over 50,000 of them moved to join with TMB Up&Up right after the protest.
In the end, 3 of the 5 big banks deleted the unfair policy forever.