BAM was long misunderstood. While the brand had helped over 160,000 Thais break free from crippling debt and enabled 60,000 people to own homes at affordable prices, most still saw it as just a government debt collector. The word “BAM” evoked fear, not freedom.
In a society where debt leads to shame, stress, and even suicide, people didn’t know that BAM existed to help—offering debt restructuring, compromise options, and properties at life-changing prices. As BAM approached its 25th anniversary, the brand needed more than a campaign—it needed a reintroduction.
Idea - BAM is your door to freedom
We rebranded BAM from a bureaucratic institution into a liberator of dreams. Instead of telling people what BAM does, we showed what it means to those it helps. Through emotionally driven storytelling across platforms, we reframed debt as something survivable—and BAM as the way out.
- Online Film: A hero video portrayed real, raw stories of those once trapped by debt, now free.
- Online Series (10 episodes): Fictionalized but grounded in truth, each episode dramatized a different path to financial freedom—targeting Gen Y and Z on TikTok and Facebook.
- Social & Visuals: “From 9,000 THB/month to homeowner” became the rallying cry. Real numbers. Real lives. Real hope.
- KOL & Influencer Collaboration: Financial creators and lifestyle voices shared the unseen side of BAM—personal, practical, and positive.
- Branded Content & PR: Prime-time tie-ins, radio spots, and a press strategy amplified the message to a national scale.
Together, these weren’t just ads. They were doors—each one inviting people to step out of fear and into a new start.
Result
- +30.28% lift in brand awareness (YouTube Brand Lift study), far exceeding industry benchmarks
- Over 21.4 million people reached nationwide with 12.3 million views and 8 million engagements
- 99,374 clicks to BAM services, driving significant action and intent
- +175% app download increase, proving strong conversion from awareness to usage
- Public sentiment shifted: BAM was redefined from “debt collector” to “freedom enabler”
BAM was long misunderstood. While the brand had helped over 160,000 Thais break free from crippling debt and enabled 60,000 people to own homes at affordable prices, most still saw it as just a government debt collector. The word “BAM” evoked fear, not freedom.
In a society where debt leads to shame, stress, and even suicide, people didn’t know that BAM existed to help—offering debt restructuring, compromise options, and properties at life-changing prices. As BAM approached its 25th anniversary, the brand needed more than a campaign—it needed a reintroduction.
Idea - BAM is your door to freedom
We rebranded BAM from a bureaucratic institution into a liberator of dreams. Instead of telling people what BAM does, we showed what it means to those it helps. Through emotionally driven storytelling across platforms, we reframed debt as something survivable—and BAM as the way out.
- Online Film: A hero video portrayed real, raw stories of those once trapped by debt, now free.
- Online Series (10 episodes): Fictionalized but grounded in truth, each episode dramatized a different path to financial freedom—targeting Gen Y and Z on TikTok and Facebook.
- Social & Visuals: “From 9,000 THB/month to homeowner” became the rallying cry. Real numbers. Real lives. Real hope.
- KOL & Influencer Collaboration: Financial creators and lifestyle voices shared the unseen side of BAM—personal, practical, and positive.
- Branded Content & PR: Prime-time tie-ins, radio spots, and a press strategy amplified the message to a national scale.
Together, these weren’t just ads. They were doors—each one inviting people to step out of fear and into a new start.
Result
- +30.28% lift in brand awareness (YouTube Brand Lift study), far exceeding industry benchmarks
- Over 21.4 million people reached nationwide with 12.3 million views and 8 million engagements
- 99,374 clicks to BAM services, driving significant action and intent
- +175% app download increase, proving strong conversion from awareness to usage
- Public sentiment shifted: BAM was redefined from “debt collector” to “freedom enabler”