Alpha245 launches TVCs for Thai loan operator Umay+

Aiming to increase penetration among people in their first job without a credit card, the Umay+ campaign will run across TV, point-of-sale, billboards and sales driver visibilities. 

With this campaign, Alpha245 aims to break away from the common approach in this category, where the target audience is typically portrayed as an irresponsible, live-large type of personality and brands focus on pushing people to spend more. The agency opts instead to position Umay+ as a financial solution that respects every need with positivity. 

The campaign concept is based on the insight that across financial status and age groups, there are reasons behind every purchase. People are encouraged to reserve their judgement of others. 

“This campaign is considered a paradigm shift for the revolving loan category in Thailand," said Thipayachand Hasdin, general manager of Alpha245. "Our solution is rooted in a human truth, which creates a positive and sustainable dialogue for the brand.”

This marks Alpa245's first campaign for Umay+ since winning the account in a four-way pitch earlier this year. Think Factory, BBDO and Asatsu were also involved in the review.

Credits:

Client Umay+
Title Dress, Motorcycle
Creative agency Alpha245 Thailand 
Chief creative officer Sompat  Trisadikun
Deputy executive creative director Paruj Daorai
Creative group head Santi Tubtimtong
Art director Panupak Siripakdee
Copywriter Thiti Boonkerd
Agency producer Sompetch Nuntasinlapachai, Rungrudee Chinpratan
Production house Sunshine-etc.
Production house producer Khanuengnit Wichitsakonkit
Film director Kumphol Witpiboolrut