SCB EASY PAY MAE MANEE
Objective / Brief
As Thailand is marching ahead in transforming herself into a cashless society, how can SCB help shape users’ behavior and convince them to think of SCB as their first choice when it comes to making transactions through QR code in comparison to the same service from other competitors.
We launched through tapping into the merchant sector, where there is a common belief in various sacred symbols and deities that are deemed to bring good fortune. Thus, the most sought out sacred object would be the Nang Kwak, thought to bring luck and prosperities in the form of money to the household. Due to these attributes, we have decided to choose her as a figure which represents SCB’s QR code through modernizing and reimagining her to embody the current era of transactions. ‘Mae Manee’ was created to not only for the ease of cashless payment along with her iconic and instantly likeable character.
All shops and stores whether its small or large all want to be Mae Manee’s friend. Resulting in more than 1.2 million QR applications and more than 1 million transactions within a month. A majority of people chose to pay with QR Codes instead of cash and resulted in more than 18 billion baht within the first 6 months.