BANGKOK, THAILAND — Digital transformation is a top priority among organizations due to increased customer demand and the need for technological efficiency.
Amidst fierce competition, the state-owned Thailand Post has brought the digital transformation strategy to life, shifting its role and vision from a postal service provider to an “information logistics” company. It also turned its 141 years of operational experience and its “last mile asset,” assisted by 20,000 postmen and up-to-date logistic data, into its new competitive edge.
Creative agency Grey Thailand adopted a humanizing approach, using “storytelling in a presentation” to explain the brand transformation. Through a three-minute online film titled You’re My Destin(y) action, the visual metaphors, and a newly-composed song are inspired by a true story that depicts the success of a young man who accidentally found a new opportunity through a parcel shipped from his grandfather.
The miniature Bonsai in the parcel represents a new beginning and the service provided. The tree’s “growing …