ABOUT

Background
First Choice wants to be a credit card brand for a youngster. Owning to the benefit of First Choice credit card feature that promptly fit with all the lifestyles of the new generation. And currently, the beliefs and attitudes of younger generations in Thailand are shifting. Everyone wants to be accepted, and no one wants to be judged, yet very few brands in Thailand have been bold enough to stand up for their inclusive future.

Strategy
The new generation is more likely to endorse and trust in a brand that shares the same beliefs and values with them. As a credit card brand for the young generation, First Choice want to stand up for them and show them that we are ready to support them exactly as they are, regardless of what they believe or what they are into. Our goal is to penetrate this market and to shout out that First Choice is a credit card brand that is tailor-made to support the lifestyle, ambitions, and dreams of this generation, and the next one, too.

Creative Idea
The hype of using AI to generate things has been a hot topic across the globe. ‘First Generation’, A new campaign from 'First Choice' imagines what humans may look like 10 years from now if they were generated using artificial intelligence. Will we see an explosion of differences? Or arrive at a future where labels are obsolete, and people refuse to be stereotyped? The film attempts to demonstrate by reflecting on the new First Choice presenter's own story of standing up for social acceptance by emulating the process of generating humans with AI.

Execution
Since our campaign targets the young generation, therefore our placement should be where they belong which are Facebook, YouTube, Instagram, Twitter, Tik Tok, Line Smart Channel, Website, TVC in Channel 3, Channel 7, Channel 8, Workpoint TV, PPTV, One 31, Mono 29, GMM25, Amarin TV, and Thairath TV and spreading throughout young generation KOLs. The campaign will run for three months, and we have already received significant engagement from a young audience just a few days after its launch.

Results
The film "First Generation" quickly gained popularity from the young generation across social media, it’s becoming the number one trend on Twitter within 5 hours of its release. Moreover, it achieved 5 million views just overnight. The brand has earned a positive reputation among the younger generation for its understanding of their true selves and efforts to shape the society to be the ideal place for them.