HONDA MSX Unbranded Page
Client : Honda AP Thailand
Advertising Agency : MullenLowe Thailand
Associate Creative Director / Head of Content : Ratee Ngarmniyom

In 2016, amid the rise of minibike customization — still a gray area under Thai law — AP Honda launched the MSX125SF and chose to communicate without overt branding.

 

We immersed ourselves in the subculture, connecting with real bikers across public and private groups. What we found was a passionate, scattered fanbase — owners, dreamers, and loyalists nationwide.

 

To engage them authentically, we created  โมดิ..ฟินส์ MODIFIN THAILAND an unbranded Facebook page that spoke their language, fueled their passion, and built a thriving MSX customization community from the ground up.
 

"ModiFin" started with three original characters that embodied the lifestyle and spirit of the MSX community.

Every piece of content felt like advice from a trusted friend — from customization tips and riding techniques to exclusive giveaways and seamless activations connecting online engagement to real-world events. Without ever revealing a brand logo, the connection grew naturally.

The community eventually grew to over 166,000 followers.