To launch LINE BK, social banking within the LINE chat app. LINE is the most used chat app in Thailand. People use it everyday to call, chat, send photos, work and socialise.

Since LINE BK has banking features already within LINE, users don’t have to download another app. Instead they simply apply in LINE and all transactions can be done seamlessly, without switching app.

Don’t let digital distractions get in the way of everyday banking

To communicate the seamless benefit of social banking of LINE BK, “Concentration” taps into the universal insight of digital distraction. Nowadays it’s too common to get distracted by many apps and constant notifications. Making it harder to concentrate.

An entertaining story of a guy who constantly gets distracted by many app notifications, and his banking is repeatedly disrupted. The content was launched on social channels including Facebook, Twitter and YouTube.

Over 43 million views with 107 impressions. Since the film launched, it attracted 1.5 million new customers within 2 months. And because people understood how to use it right away, it led to more than 6 billion baht worth of transactions.