The coming of the Metaverse has been a hot topic for younger generations across the globe, so when First Choice challenged Leo Burnett Thailand to promote its credit cards to a young and blockchain-savvy audience, the answer was obvious: why not shoot the commercial entirely in the Metaverse?
Enter Mario and Pattie, who star in the latest First Choice commercial, ‘Metaverrrrrr’ – a parody of making the world’s first metaverse commercial. Constantly interrupted by the First Choice marketing team – and their increasingly demanding suggestions – Mario and Pattie’s avatars are in fact popular Thai presenters who agreed to make their debut in the Metaverse to promote First Choice credit cards.
“As a credit card brand for the young generation, First Choice is jumping on the Metaverse trend with a unique vision for brand communications and a funny, witty execution,” says Athip Sinpagekan, EVP Head of Marketing at First Choice.
Sompat Trisadikun, Chief Creative Officer at Leo Burnett Thailand, said: “We loved the idea of filming in the Metaverse in a style that will engage this generation of banking customers. It’s relatable, timely, complete with glitches and poor signals: we hope it will stand out in a category that is often safe and conservative.”
First Choice credit cards offer benefits such as credit health checks, spending alerts, bonus points and cash back rewards, while the ‘Metaverrrrrr’ commercial positions First Choice as the credit card of this generation, and the next one, too.
‘Metaverrrrrr’ builds on another recent campaign by Leo Burnett Thailand: the First NFT Credit Card ART Collaboration. In January, First Choice unveiled its first NFT Credit Card ART Collaboration, a one-of-a-kind NFT token designed in collaboration with Thai NFT artist PUCK. The first person to own the First Choice x PUCK Collaboration NFT token will also score an extra million privilege points tied to their physical First Choice credit card.
“The banking system is facing radical transformation as a new generation moves towards the blockchain system. We have been working with Leo Burnett Thailand to let them know that First Choice is ready to face the change together. Our goal is to penetrate this market and promote our brand image to suit the lifestyles of the Metaverse,” says Athip.
The First Choice NFT credit card ART Collaboration sold for 820% higher than its initial auction bid.
See PUCK’s ‘Enjoy Your Life’ First Choice NFT Credit Card ART Collaboration here.
Client: Ayudhya Capital Services Company Limited
Brand: Krungsri First Choice
Agency: The Leo Burnett Group Thailand
Chief Creative Officer: Sompat Trisadikun
Executive Creative Director: Ariyawat Juntaratip
Creative Director: Sarut Yungcharoen, Pathida Akkarajindanon
Art Director: Sompat Trisadikun, Ariyawat Juntaratip, Sarut Yungcharoen, Sarita Virunechavee
Copywriter: Kittinat Prasomsap, Pathida Akkarajindanon
Account Management Director: Rathawan Sukanake
Account Director: Pattra Ketsamathi
Account Executive: Naphat Chiangrat
Agency Producer: Rungrudee Chinpratan
Strategic Planner: Surapen Yosravikul Saito, Praewpakorn Chumsainaayudhaya
Production Company: Factory01
Director: Wuthisak Anarnkaporn
Assistant Director: Mattanee Uajarernsup, Wityawat Lakam
Production Producer: Rungtawan Nanthasaen
D.O.P: Natdanai Naksuwan
Editor: Sippanart Olarnsaritkul
Sound Production: Mellow Tunes
Post Production: One Cool Production