Bangkok--21 May--DC Consultants and Marketing Communications
Following last year’s worldwide success of its inspirational corporate brand television commercial, “Panyee FC”, TMB Bank is now taking the message one step further by challenging the public in Thailand not to procrastinate to Make THE Difference. People have the power to improve their individual lives right away. The newest corporate brand commercial is a call to action for people to realize that they are empowered and to leverage this power to push themselves towards positive actions in their lives immediately.
Paradai Theerathada, Executive Vice President, head of TMB Corporate Communications said “Public response to the first ‘Make THE Difference’ corporate brand commercial showed that people felt inspired by the boys on Panyee but the question was whether they translated that inspiration into action. Our findings show that the majority of Thai people still rely on external forces and/or superstitious beliefs to improve their lives for them. These ‘forces’ could include family intervention to a lucky colour or even a fortuitous number that leads to a winning lottery ticket. This commercial was specifically designed to shift people’s behaviour by communicating that all individuals have the inner power to act constructively now to make the difference instead of waiting to improve their lives.”
TMB’s new advertising campaign employed a unique strategy by empowering the online community to choose between two versions of the commercial by casting their votes during a three week period prior to actual airing date. Thousands participated and voted for the version they felt had the strongest script to drive their fellow Thais to act now. The winning version, entitled “Why Wait to Make THE Difference?”, received over 70 per cent of the votes and will be going on air from today onwards.
Also participating in the launch event was Navin ‘Tar’ Yavapolkul, a singer, actor, royal scholarship student and now university lecturer, who shared his Make THE Difference turning point that changed him from his old life as a problem child to a constructive person who is now successful at studying, work, and in his personal life.
“I think that most of us know the principles that we need to aspire towards as well as the difference between right and wrong, but something always seems to get in the way of improving yourself and the world around you whether it’s fear, excuses or misdirected attitudes,” he commented.
“However, if we really believe that we have the power within each of us to do something good for ourselves and the people we love, we definitely can Make THE Difference, and what we get in return may be even greater than what we expect.”
Following the launch of the bank’s new corporate brand television commercial, TMB plans to bring their brand philosophy of “Make THE Difference” into the minds of a wider audience through a series of activities that engages and empowers the nation to experience the philosophy and take action in a more hands-on way.
For media inquiries, please contact:
TMB Corporate Communications
Onticha Rattanawannathip Tel: 02-299-1061, email:
[email protected]
Krit Suthithavil Tel: 02-299-2108, email:
[email protected]
Nida Puwanich Tel: 02-299-1715, email:
[email protected]