TMRW BY UOB – TOMORROW IS YOURS
The first fully digital bank in Thailand providing mobile-only banking services targeted exclusively at millennials (aka Gen Y)
In the red ocean market, consumers are overwhelmed with many local brands communications, TMRW needs to state our brand purpose clearly to differentiate ourselves. Therefore, TMRW aimed to create brand awareness for new brand positioning, “The digital Bank for the digital generation”, and invite customers to download TMRW application.
As a bank created from true understanding of millennials, TMRW wants to communicate this understanding to our target to clarify our brand purpose under the message: different generation, different solution. The idea is to empower millennials opinion by stating the difference in their belief. For the first execution to launch this brand, we aim to get millennials on board via the brand purpose via a series of 3 films. Each film shows different millennial’s insight in the twisted scenario where we switch the role of millennial with older generation in the sarcastically entertaining way. Then followed by another series of 3 films which shows how the bank features were designed specifically to benefit millennials lifestyles so they may not fit for every generation.
As a result, we achieved 49,898,469 views, 21,712 organic shares, 1,034,109 engagements and 228,571 downloads in a month. This means TMRW successfully empowers the differences of Gen Y in the society as an anonymous Gen Y said TMRW is the first-time fora bank brand that takes a stand for consumers.