FULL CAMPAIGN + 2X FILMS

SCB Mae Manee

Turning superstition into innovation to introducing cashless payments to Thailand's most traditional merchants.

In 2020, Thailand makes its first steps into becoming a cashless society.
QR code payments were rising. But adoption lagged. Especially among sellers who clung to cash and their fears of technology and change. 

Our challenge : How could we introduce SCB's digital payments in a way that felt easy, familiar and trusted? 

We turned to Thailand's superstitious nature: The Nang Kwak, a beloved goddess of prosperity found in every shopfront. A symbol worshipped to attract wealth and smooth transactions. 

She became the prototype for Mae Manee - a modern spiritual statue designed to bring in money through QR codes. With Mae Manee, we introduced cashless payments to merchants in a way that felt familiar and relevant. 

Results were powerful.
Over 1.2 merchants requested for the QR code package. 
In just 6 months, 18 billion baht was scanned.
The Mae Manee figurine even became a collectible and auctioned online. 

What once felt like "scary tech" became a friendly, lucky companion merchants wanted to get their hands on.
 

After the success of Mae Manee's QR adoption, we launched two short films to bring the campaign even closer to everyday life.

Each film spotlighted small but familiar local problems that come with cash, and how going cashless solves them in a snap. 

Awards

AdFest - Lotus Roots 
Adman - Silver in Effective Communication

Credits

Client SCB Bank
Agency Rabbit's Tale
Production House Nakid Films

Interested in working together?