‘SCB’ and its Viral Marketing
Risa Hemtasilpa 28th July 2013
Viral marketing isn’t a new concept of marketing
communication. For marketing students, they know that purpose of viral
marketing is to generate word of mouth in wide area as fast as possible. However
it’s quite new in Thailand to create viral marketing. Honestly, I have never
seen any differentiate communication in social media in Thailand especially, in
banking industry and now SCB is the one.
SCB has launched musical concept advertising on YouTube and
it has been shared by more than 250,000 people in 2 weeks (YouTube, 2013). It
tears off banking traditional communication, where mostly focus on product
benefits or corporate vision.
But this is more than telling people on product benefits but
also educated target consumers on how to use and get benefits from this new
product as well.
From my observation, Young adult group especially, university
students in Thailand are interested in new financial transaction channel,
offering by bank. However they doesn’t use it due to lacking of know-how. So… which
communication channel should bank select to educate them? …
- TVC? (too expensive to do so)
- Booth and event in university? (Sounds good but
majority of Gen Y are not walk in and seek for interest rate and financial
information if not necessary)
- YouTube? Yes! This channel suits target market
lifestyle since Thais go to youtube regularly to update music videos, listening
to music, watch movies and past TV shows or series.
I have some interesting online statistics of Thai people as
following;
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As you can see, social network that companies need to keep
eyes on are YouTube and Instagrams which have the highest growth rate (Millward 2013)
And this is video of SCB on YouTube
References:
YouTube 2013, SCB Up2ME: ร้องเพลงแย่งกางเกงกลางจตุจักร, viewed
13rd July 2013,< http://www.youtube.com/watch?v=P-7-LAQLRRQ>
Millward S, Techinasia, Thailand Now Has 18 Million Social
Media Users, 13rd May2013, <http://www.techinasia.com/thailand-18-million-social-media-users-in-2013/>
