"For every 1,000 baht purchased with the BBL credit card or the 'Be 1st' debit card, the card holder is eligible to win a unit at i-House condominium, located in the heart of central Bangkok, through a lucky draw. One unit will be given each month for three months, until January," explained Amornpimol Thanakitamnuay, managing director of M&C Saatchi Thailand, the agency handling the account.
Developed around a common theme, the 45-second TVC titled 'Who is paying?' is set in a Japanese restaurant depicting guests in a mad rush to be the first to pay the bill in the hope that they would have a greater chance at winning a unit an i-House condominium. "The highlight of this commercial is how it freezes each individual's body, position and facial expressions, with their arms outstretched with a Bangkok Bank credit card in hand," said Amornpimol.
The print ad campaign has been divided into two creative executions. "One is treated as teasers and tied into the classified section of newspapers, targeted at home-seekers and restaurant outlets," explained Amornpimol.
BBL begins credit card blitz
M&C Saatchi Thailand has rolled out a 26 million baht (US$632,000), 360-degree campaign for Bangkok Bank (BBL) credit cards in a bid to attract new consumers and to promote the BBL debit card through its 'Be 1st' campaign.
