New Marketer: ‘SCB’ and its Viral Marketing

‘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;