Mitihoon – Siam Commercial Bank (SCB) has once again affirmed its leadership in digital banking under its “Digital Bank with a Human Touch” strategy, earning the Most Powerful Brand of Thailand 2024 award for the second consecutive year. This recognition was bestowed by the Marketing Department, Faculty of Commerce and Accountancy, Chulalongkorn University. SCB’s innovative marketing initiatives, such as the “Fraud Fighter” and “Nong Eh The Series” campaigns, have garnered numerous accolades at prestigious platforms both locally and internationally. These include the Marketing Excellence Awards 2024, organized by MARKETING-INTERACTIVE, a leading online marketing media outlet in Singapore, and the Thailand Influencer Awards 2024, hosted by Tellscore.
The Most Powerful Brands of Thailand 2024 award underscores SCB’s position as a trusted and influential brand among Thai consumers. Evaluated across key metrics such as brand awareness, preference, product usage, and image, the recognition highlights SCB’s sustained success in earning the trust and loyalty of its customers.
In response to the evolving landscape of financial fraud, where scammers are constantly refining their tactics and introducing sophisticated tools, SCB has taken proactive measures to empower consumers. Under the leadership of Ms. Indira Chitranukroh, Executive Vice President & Head of the Marketing Function, and the bank’s executive team, SCB launched the “Fraud Fighter” campaign to serve as a comprehensive knowledge hub for fraud prevention. The campaign also introduced “Nong Eh The Series,” a relatable and engaging assistant aimed at educating people of all ages about online security. Through this initiative, SCB encourages Thais to develop the skills needed to identify scams, stay alert, and conduct online transactions with greater confidence. To amplify the campaign’s impact, SCB collaborated with leading cybersecurity partners and over 100 influencers, leveraging their platforms to share vital fraud-prevention tips. “Nong Eh The Series” played a key role in heightening public awareness by fostering suspicion toward potential scams and highlighting emerging tactics used by fraudsters. The campaign’s content reached more than 95 million impressions and 65 million views, while also driving a notable increase in SCB’s social media followers by over 300,000, reflecting its widespread success in educating the Thai public.
Key Achievements of the “Fraud Fighter” Campaign:
- Best Social Impact Influencer Campaign: Awarded by the Thailand Influencer Awards 2024, hosted by Tellscore, this accolade recognized the campaign’s significant contributions to society by promoting financial literacy and awareness among Thai consumers.
- Silver Award for Excellence in Data Privacy and Security Marketing: Presented at the Marketing Excellence Awards 2024 by MARKETING-INTERACTIVE, this award highlights SCB’s innovative use of technology to enhance financial knowledge and improve transaction security for its customers.
Under its “Digital Bank with a Human Touch” strategy, SCB prioritizes heartfelt, customer-centric services tailored to meet evolving needs. The bank delivers innovative marketing campaigns and promotional channels that address current challenges while fostering confidence in secure financial transactions. A core focus is on empowering customers through enhanced financial knowledge and ensuring the continuous safety of their transactions. Recognition from various prestigious awards underscores SCB’s success in driving the transformation of digital finance. Beyond meeting the demands of modern banking, the bank emphasizes safety, trust, and financial education for Thai customers. These accolades also highlight SCB’s enduring value and its role as a trusted partner that has supported Thais through every era.
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