Ayudhya Capital Services has seen impressive success on its marketing campaigns aimed at Thailand’s younger demographic
Content marketing and well-crafted marketing campaigns have become vital tools for businesses aiming to stand out in today’s digital world as they help companies not only grab attention but also build lasting connections with their audiences.
In a dynamic landscape where the beliefs and attitudes of the younger generations in Thailand are rapidly evolving, Ayudhya Capital Services, a subsidiary of Bank of Ayudhya (Krungsri), has demonstrated a remarkable ability to adapt and thrive. The catalyst behind this success is the bank’s strategic approach to marketing, particularly through targeted campaigns that resonate with the ambitions of younger consumers.
Recognising the shifting preferences and lifestyle choices of the younger generation, Ayudhya Capital Services has introduced the First Choice credit card, carefully designed to align seamlessly with the dynamic lifestyles of Thailand’s youth.
Forward-thinking initiatives
The bank’s First Generation campaign, in particular, uses artificial intelligence (AI) to envision what humans might look like in the next decade, helping anticipate potential trends and shifts in customer preferences.
In a strategic move, Ayudhya Capital Services has also partnered with gender-fluid actor, model and singer Krit Ammuaydechkorn, known for portraying diverse characters throughout his career. The collaboration has not only added a unique touch to the campaign but also emphasised the bank’s commitment to promoting diversity and equality.
Two additional campaigns – ‘You Can Just Be You’ and ‘We Have Whatever You Need’ – have further reinforced the bank’s dedication to supporting the aspirations and dreams of the younger demographic. These initiatives have been crafted to resonate with the evolving values of the youth, creating a tailored and appealing narrative around the First Choice products and services.
Impressive outcomes
The results have been impressive. Ayudhya Capital Services has witnessed a surge in social media responses, accumulating an astounding 6.7 million views. Ad recall has experienced a notable lift of 3.8%, demonstrating the effectiveness of the campaigns in capturing and retaining the audience’s attention. Videos created for the campaigns saw a completion rate three times higher than the 2022 campaign, reaching 26%.
More significantly, the impact has extended to tangible business outcomes. The number of individuals clicking to apply for a First Choice card grew by 260% within the first two weeks of the campaigns. The subsequent month witnessed a remarkable 14% growth in credit card spending, showcasing the campaigns’ direct influence on consumer behaviour.
Ayudhya Capital Services (Krungsri) has won the Best Content Marketing Programme and Best Use of Influencer Marketing awards at the Annual Retail Banker International Asia Trailblazer Awards 2024.