The Giant
Unexpected costs fall from the sky like bad luck — First Choice makes sure you're ready before they land.
The translation and summary on this page were generated with AI. Some expressions or proper nouns may be translated inaccurately, so please check the English original for the precise content.
AI Translation Summary
First Choice launched a new Personal Loan card aimed at low-income Thais who live paycheck to paycheck. Drawing on the Thai belief that surprise expenses feel like bad luck falling from the sky, “The Giant” turns everyday financial shocks into relatable stories, positioning the card as a backup you hold in advance for any emergency.
Cultural Context
The campaign draws on a familiar Thai notion that sudden, unavoidable expenses feel like misfortune dropping from above — personified here as “The Giant.” First Choice is a leading Thai consumer-finance brand under Krungsri.
Entry Information
Summary
First Choice, a leading financial service provider in Thailand, launched a new Personal Loan card with three enhanced benefits for modern consumers. The challenge was encouraging people to apply before financial trouble occurs. Our strategy was built on insight into low-income consumers who live paycheck to paycheck, with little savings to handle emergencies. When unexpected expenses arise, financial stress hits immediately. The campaign shows that simply having the card in advance helps people stay prepared. Inspired by a Thai belief that unexpected costs feel like bad luck falling from the sky, “The Giant” turns everyday financial shocks into relatable stories, positioning the card as a reliable backup in any emergency.
Strategy
We set out to make this launch go beyond simply communicating new product features by building our strategy on a deep understanding of our audience’s financial behavior and the challenges they face daily. To effectively capture attention, especially among our core target of low-income consumers who typically live paycheck to paycheck, with little to no savings to handle emergencies. Therefore, whenever unexpected expenses arise, they are immediately put under financial strain. Our role was to demonstrate that simply having this card in advance enables them to stay prepared and get through any unexpected financial situation.
Execution
“The Giant” was inspired by a familiar Thai insight: unexpected expenses feel like bad luck falling from the sky, unwanted but unavoidable. We turned these everyday surprises into engaging stories that reflect how significant they are in people’s lives. No matter what form these unexpected moment take, having a First Choice Personal Loan card provides a reliable backup plan, helping people stay one step ahead of any financial emergency.
Results
Across 27 days (4-31 March 2026), the campaign delivered 146M+ impressions among the core New Generation audience aged 20-45 across Meta, YouTube, TikTok, Instagram, X, and LINE. The campaign generated 47M+ views, indicating genuine watch-through rather than passive scrolling. Engagements exceeded 370K+, performing at 10× the KPI benchmarked against all-category industry standards. Clicks surpassed 227K+, delivering 4× the all-category KPI benchmark. Crucially, attention converted into action. The campaign drove +11% year-on-year growth in new online accounts and +30% year-on-year growth in offline accounts. Please note: At the time of awards submission, the campaign may still be active and figures may be subject to final reconciliation.