CIMB Thai Saving: Chill D

CIMB Thai, the bank, attracted a younger audience to its new savings account by collaborating with a popular rapper in Thailand.

Campaign details

Brand: CIMB BankBrand owner: CIMB GroupEntrant company: PHD, BangkokMarket: ThailandSector: BanksMedia channels: Online video, Social media, Word of mouth, influencersBudget: Up to 500k

Executive summary

CIMB Thai, an international bank with only a branch in Bangkok, put the new approach in the traditional category using music marketing to narrate its new product, Digital saving account, to young audiences. The distinctive language and approach gain a big success in a short time leaving big banks behind.

Market background & objectives

CIMB Thai, an international bank with...

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