Alpha245/Leo Burnett Thailand and Umay+

Umay+, one of the leading operators within the revolving loan category in Thailand, recently launched an annual brand campaign developed by Alpha245/Leo Burnett locally.  

The new campaign continues the brand’s communication from last year which is focused on “there are reasons behind every purchase” that aims to change the perception people tend to have towards others who have taken up loans.  Through the agency’s ‘dirty feet’ research, the team unearthed people insights that across financial status and age groups that there are reasons behind every purchase - encouraging people not to undermine others with their own judgments. 

The 2013 Umay+ campaign reinforces the brand communications of “Life lived thoughtfully” and aims to reach out to young working women, who are becoming financially independent and increasingly taking on the role as the household’s main breadwinner - making them responsible for a greater share of purchasing decisions.  

The campaign’s 60-second TV spot titled “Photo” brings the spotlight on a simple tale of an only daughter whose proudest moment in life is her ability to take care of her widowed mother with her own means. However, the daughter quickly discovers her mother’s sadness at missing her late husband through an old photo of the couple at the beach that her mother has been staring at every day. With the possibilities made possible by Umay+, she was able to bring her mother on the same beach holiday and in turn help bring some happy memories back into her mother’s life again just like the old days. 

Client: Easy Buy Public Co.,Ltd 
Product: Umay+ (Revolving Loan Cash Card)
Title: Photo
Creative Agency: Alpha245 / Leo Burnett Thailand
Chief Creative Officer: Sompat  Trisadikun
Deputy ECD: Paruj Daorai
Creative Group Head: Santi Tubtimtong
Art Director: Bhanupak Siripakdee
Copy Writer: Thiti Boonkerd
Agency Producer: Sompetch Nuntasinlapachai / Kanokporn Siriseree
Production House: Sunshine-etc.
Production House Producer: Khanuengnit Wichitsakonkit
Film Director: Kumphol Witpiboolrut
​Account Management team: Weeranuch Ngamchaonuwong (Account Management Director) / Phatphitcha Suksangwarn – Account Manager