Rabbit Digital Group Thailand introduces TMRW digital bank to GEN Ys but its not for everyone
TMRW is the first digital bank targeted exclusively at Asean Gen Ys (millennials) providing mobile-only banking services designed for the young, digitally-advanced customers with new banking experiences on features like AI learning technology, savings gamification, 24-hour chatbot assistant and customisable credit card cashback rewards.
To launch this brand for the first time in the red ocean market like Thailand where big local competitors are competing over users of their mobile-banking apps, the first thing TMRW needed to do is state their key difference – not only in their service but in their brand DNA as the first bank with the purpose to keep the young generation one step ahead.
When we look into the attempts of communicating to Gen Y by other brands from all categories not just banks, we see the patterns in projecting Gen Ys’ lifestyles over and over in similar executions. In order to be unique, we need to dig into real Gen Y’s insight.
What we found in today’s social situation is that the generation gap has become the biggest barrier among Gen Ys especially in the Asean region where seniority lays deep in cultures and traditions.
Being judged by the elders as nonsense generation, the Gen Ys in this region are being forced to accept the opinions ruled by their older generations in every level from family, society to organization.
From this deep insight, we introduced ourselves to get Gen Y on board with the reason behind our brand purpose: the true understanding that ‘different generation needs different solution’.
As a brand who supports Gen Y with useful financial tools designed exactly for their generation, we want to empower their opinions in the society as well. The idea is not about correcting whose opinions are right or wrong, but about stating the differences that each generation should be able to have their own solution.
The first execution to launch this brand is a series of 3 films that announce TMRW purpose produced by award-winning director, Un Wuthisak Anarnkaporn of the renowned production company, Factory01.
Each film shows different Gen Y’s insight in the twisted scenario where we switch the role of Gen Y with older generation in the sarcastically entertaining way.