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Oct 21, 2013
Case Study: How hipsters, Les Miz and dodgy jeans connected a Thai bank with Gen Y
BANGKOK: Thai Gen Ys (20-30 year olds) don’t like banks or even credit cards and don't really watch TV - so Siam Commercial Bank launched a new mobile payment product (Up2Me) and teamed up with JWT to launch a webfilm and engage the target audiance on its own turf. The success changed the company's thinking.
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