Krungsri Auto, one of the Thailand’s leading automobile leasing companies, has one well-known financial product called ‘Car4Cash’.
Car4Cash had been launched since 2003, about 10 years ago. By that time, it’s the only product that offer the opportunities for car owners to apply for multi-purpose refinance by using cars as collateral, turning them into cash.
Majority of the customers are those in upcountry all around Thailand. They are employees, teachers, government officers BUT most of them are the ones who have been running their own business like small restaurants, mom & pop grocery shops, and etc. Time to time, they need money to expand their businesses and they apply for Car4Cash.
After the success of gaining customers in provinces, the next move for Year 2013 is to introduce, for the first time, the ‘Car4Cash’ brand to urban workers.
How ‘Car4Cash’ can firstly introduce its Brand to the next target group, Thailand’s Generation Y (urban workers), after the success of gaining customers in upcountry nationwide
With GEN-Y as the target group, the Advertising, apart from the relevant storyline, is completely designed based on GEN-Y behavior (GEN-Y information comes from various sources over the internet and research firms)
-They were born with computer and internet
-Nowadays they are spending more of their time online
-They use smartphone and other mobile devices in their daily life and sometimes they use some of them at the same time like using smartphone while using notebook, using smartphone while watching TV, etc.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
To create more engagement, we introduce ‘ScreenSync’ technology (we’re the first one in Thailand who’s doing this, http://youtu.be/ko-jNRs2V7Q) where viewers can discover secrets that are not in the film (http://youtu.be/wEtm8L6NN_c) but only be found by scanning the QR Code appearing at www.akeladin.com on their desktop with their smartphone/iPad/Android Tablet. Then their mobile device will be syncing with the film and also turning their mobile device to be the Remote Control, kind of. Whenever they see the ‘Secret Icon’ on the scene that has the secret, they can interact with their mobile device to discover all the secrets and even share some secrets to their social network, creating huge virals for the campaign!
OPERATION / FLOW / INTERACTION:
1 Go to www.akeladin.com on your desktop
2 Scanning QR Code on your desktop with your iOS or Android device
3 Read instructions on your mobile device
4 Enjoy the film! and find the hidden secrets!
PROJECT DURATION AND LOCATION:
Started on July 17, 2013 - present
PRODUCTION / REALIZATION TECHNOLOGY:
AJAX, HTML 5, QR Code
SPECIFICATIONS / TECHNICAL PROPERTIES:
multi screen, screen sync
TEAM MEMBERS (1) :
Y&R Thailand & Krungsri Auto, 2013.