In the digital era, where most ads are skipped within seconds, the ‘TIDLOR Card Campaign’ has broken the mold with a six-minute-long advertisement that captivates viewers from start to finish. By showcasing real-life struggles of day-to-day workers, the campaign goes beyond offering financial solutions. It introduces the “TIDLOR Man,” a representation of Ngern Tidlor, who serves not only as a financial aid provider but also as a friend offering advice, guidance, and timely support during critical moments in customers’ lives.
The campaign's success stems from its deep understanding of the financial hardships and urgent needs of its customers. Ngern Tidlor recognizes that financial crises often occur unexpectedly, leaving individuals unprepared. Rather than focusing solely on short-term problem-solving, the company prioritizes educating its customers to avoid falling into the debt trap. As explained by GENESIS 12, the creative agency behind the campaign:
“Ngern Tidlor has always been clear about its mission: to run a business that helps customers, not just sells products. The brand understands its customers' struggles, which allows it to tell stories that truly resonate with its target audience.”
The ad blends various emotions—humor, sadness, excitement, and hope—to reflect real-life challenges. At the same time, it subtly incorporates practical knowledge about using the TIDLOR Card wisely, emphasizing its true value.
‘The Good Intentions Behind the ‘Backup’ Fund for Customers
The concept of the TIDLOR Card emerged from observing recurring customer challenges. Many individuals who applied for loans faced unexpected crises within months, requiring them to seek additional loans—often with reduced approval amounts due to the depreciation of their vehicle's market value. A team member explained:
“We noticed that after receiving a loan, many customers face urgent financial needs again within 4-5 months. Reapplying for loans wastes time and may result in smaller amounts due to vehicle depreciation. It helped us understand our customers because no one wants emergencies to happen in their lives, and no one knows when they will occur. More importantly, there is no guarantee that life’s emergencies will only happen once. Previously, there was nothing to provide peace of mind that, once they received a loan from us, they wouldn’t face another situation requiring urgent funds. ”
This means that, in the end, if this group of Ngern Tidlor customers doesn’t have any support, the financial necessity they face could ultimately force them to turn to 'informal loans'.’
“As we frequently encountered these cases, we were inspired to provide customers with an 'emergency fund' or a 'backup plan.' We integrated advanced technology into a product designed to support them, adding features to ease their financial hardships. These features include the ability to withdraw cash instantly from the card’s credit limit, reuse repaid amounts, and guarantee a fixed credit limit on the card for one year. This ensures that when customers face urgent financial needs, they won’t have to resort to informal loans or be burdened by exorbitant interest rates.”
Today, over 725,000 customers rely on the TIDLOR Card as their first line of defense against financial challenges, providing peace of mind during unexpected expenses." (Data as of 31 October 2024)
Subsequently, Ngern Tidlor continued to enhance features to address customers' financial challenges more effectively. One such improvement was the addition of the 'loan transfer via app' feature. Even when an ATM is not nearby, customers can transfer available credit from their loan limit through the app to resolve financial issues in their lives seamlessly.
An Advertisement That Educates and Inspires
The campaign stands out not only for its emotional storytelling but also for its practical financial advice. Delivered in a “friend-helping-a-friend” manner, the ad covers essential tips, such as: Interest calculations based only on the borrowed amount, not the total credit limit. Encouraging customers to use the card responsibly and only for urgent needs.
“We aimed for this advertisement to also serve as an educational tool for our customers. We’ve encountered cases where customers were in urgent need of money and had a TIDLOR Card, but they didn’t realize that the repayments they had already made, after deducting interest, would be available as credit on their card. They could have accessed this credit immediately in an emergency. Similarly, many customers didn’t fully understand how we calculate interest. This inspired us to communicate that they can always ask questions about anything they don’t understand. Additionally, it helps our branch staff because watching an ad often makes it easier for customers to grasp concepts than through verbal explanations alone. ”
A memorable line like “Go to bed” underscores the brand’s empathetic communication. It’s a simple yet impactful message that encourages customers to take care of themselves, work towards repaying their loans, and ultimately achieve financial freedom.
This reinforces the core mission of Ngern Tidlor and reflects what the company truly aspires to hear and see—the ability of its customers to regain stability and move forward with their lives once again.
What Ngern Tidlor has ‘never changed,’ both in its advertising and in reality
Looking beyond the advertisements, the brand’s true purpose is to help customers improve their financial stability and avoid the need to reapply for loans. For us, a customer not returning signifies their success in life. This vision drives every Ngern Tidlor team member to do their best, ensuring that our financial products genuinely make a difference in our customers’ lives.
“At Ngern Tidlor, we share a guiding mantra across all teams: ‘Are the ideas we develop and the actions we take today truly rooted in a genuine understanding of our customers?’ This philosophy inspires us to create customer-centric products. By analyzing the experiences and challenges our customers encounter, we identify opportunities to improve their lives and ease their burdens—and we act on them without hesitation.”
TIDLOR Card Campaign' is more than just an emotionally engaging advertisement—it reflects Ngern Tidlor’s genuine commitment to its customers. It combines financial education, emergency assistance, and heartfelt service from employees who deeply understand and care about the challenges their customers face.
Ultimately, what Ngern Tidlor hopes to see isn’t merely sales or profits but the day when customers can stand on their own, live stable lives, and achieve financial freedom. The company’s ultimate goal is not to be an organization focused solely on profit but to be one that actively helps improve the financial well-being and quality of life for its customers.
To view the full ad, click here.