The Brief

Thai people don’t see any value of a one baht coin (worth as a 10 cent coin). Therefore, TMB bank would like to introduce a TMB No Fixed Account, which allows customer to open with just a minimum of one baht and automatically gain 2.5% interest rates, which normally requires at least 10,000 baht to open this kind of savings with other banks.

Creative Execution

We handed them one baht flyers to people on the street with attached message inviting them to open TMB No Fixed with these little flyers, the coins that they usually see no value.

Describe the creative solution to the brief/objective.

TMB bank would like to change this perception by highlighting its real value that could better their financial lives, only if they start up their new saving behavior with the coin they ignored.

Results

TMB One Baht Flyer 100,000 coins brought in an incredible number of 130,000 new opened accounts with the bank. Those who received the flyer didn’t just use the coin as for personal minimum entry saving money but they also passed to others as an inviting medium to open this account too. The flyers eventually acquired over 7,500 million baht worth of saving to TMB No Fixed account. Now imagine how much these tiny coins could improve financial future for Thais.