Earning brand loyalty and consumers engagement is not easy for banking industry. K bank, one of a top 3 banking in Thailand wanted to be more engage among one of the biggest target group of banking services – young office workers. With a strong competition on an online space, a space where our target consumers expose to the most. And with regulations from government it is hard to differentiate ourselves from competitors both product and service wise and communication wise.

During the first quarter of 2016, Kbank Live Facebook fanpage encounters low engagement from fans. Since the majority of our fans are young office workers, a serious financial content made them turned away. Kbank Live therefore aim to re-create brand love to make those turn-away fans come back and engage with the page once more, with a budget of under 200,000 baht (570 USD).

We’ve created “Kelly Monthly Rescue” a personal assistant and an innovative mobile campaign that distributes a much needed survival items to consumers during a month end financial crisis which always happened a week before their payday. So, consumers can continue enjoyed their life and do things they want like the crisis has never happened. These survival items include coffee vouchers, shopping coupons, movie tickets, gas coupons and more.

Consumers can easily joined the campaign by clicked “Accept” on a banner through “K –Mobile application”. The application will automatically linked with facebook to offer survival items to each consumers to get through their month end financial crisis.

On the 20th of every month, if their account balance in K-mobile application is below THB 1000, a banner will pop-up in the application and directly link to K Bank facebook page for consumers to redeemed survival items which is different for each consumers.