First Choice sent budget cutters after a mafia boss to sell a Gen Z card

A Gen Z credit card launch aimed at an audience that, per First Choice, 'can control their whole world with just their fingertips'.

A surreal world ruled by a mafia boss obsessed with collabs and unboxing: when her demands outrun her budget, an army of budget cutters attacks.

Starring one of Thailand's most popular female artists, Ink Warunthon, and directed by Bhakpong Skonvitayanon at B1 Films, the tale follows 'Metaverrrrrr', First Choice's metaverse parody that logged over 15.3 million YouTube and Facebook views in Thailand.

Followed 'Metaverrrrrr' (over 15.3 million views since February 2022), keeping the brand's streak of genre-fiction launches while dramatising XU's benefits — 0% interest for up to six months online, up to 18% cashback, purchase protection and spending alerts.

LBB reported on 2022-05-10 that First Choice and Leo Burnett Thailand launched 'Mafia of Digital World', a futuristic tale promoting the 'XU by First Choice' credit card to a generation of digital natives. It is set in a surreal world ruled by a demanding mafia boss — played by Ink Warunthon, one of Thailand's most popular female artists — with a penchant for 'collabs' and unboxing.

When the boss's excessive demands exceed her budget, she faces an army of budget cutters and the chaos begins — until XU by First Choice comes to the rescue, a card carrying 0% interest on online purchases for up to six months, monthly e-coupons, up to 18% cashback for online shopping, plus online purchase protection and spending alerts.

First Choice EVP head of marketing Athip Sinpagekan said Gen Z's demands occur 'totally on digital platforms', which is why XU was launched 'a credit card that makes it easy for younger generations to connect with new lifestyles online'. Group creative director Sarut Yungcharoen called it 'an unconventional approach from a brand... isn't afraid to break category norms'.

Genre fiction gives a commodity product — credit terms — a plot, so the features land as plot rescues rather than a rate card.

Casting Ink Warunthon imported a fan base the campaign could convert, not just an audience it had to win.

It extends the 'Metaverrrrrr' formula that already proved 15.3 million times that this audience watches First Choice's films.

For an audience allergic to banks, sell the card inside a genre fiction — the product arrives as the rescue, not the pitch.

As of the May 2022 report, 'Mafia of Digital World' was live as the follow-up to 'Metaverrrrrr', carrying XU by First Choice's Gen Z positioning in Thailand.