In Thailand, the mobile banking app landscape is highly saturated with more than 10 brands clamoring for attention amongst the 35 million mobile banking users. With more than 5 million existing users of K PLUS, KBank needed to stay ahead while the other brands became more aggressive in their business and communication strategies.

KBank’s prime competitor in the mobile banking category was SCB, which was making inroads with its communication through celebrity appeal. In response, KBank aimed to be number one in the mobile banking market, in terms of mass impression as well as in actual market shares.

The communication objective was simple yet challenging. KBank had ambitions to make K PLUS synonymous with mobile banking, by pushing for a communication that would ensure an increase in brand awareness and top of mind amongst the masses in Thailand.

We chose something which all Thai people love - binging on digital content in the form of videos; especially because they spend most of their time traveling and need their time to pass seamlessly. With Facebook and YouTube being Thailand’s most favourite online channels, we released a 5.30 minute long online film packed with a hilarious script that also encompasses Thailand’s trendiest pop culture topics at the time. The story is also based on a common insight that Thai people feel uncomfortable and awkward when meeting new people or being introduced to unfamiliar societies.