In the Eastern culture, money is a inner desire that people is always difficult to talk about. And borrowing money is obviously a common experience that most of people had, surely, not to mention the frustration experience with friends or relatives because of borrowing money. Therefore, we utilize this embarrassed experience that is hidden in people’s mind, and dramatized them into a unfading shadow that cannot be erased in people’s mind. Make the hidden taboos that consumers are not willing to speak out becomes a bold opportunity for the brand to cut-through.

Cash cards used to be the star products of major banks in Taiwan.

However, advertisements tend to encourage people to borrow money to buy merchandise, which causes card debt problems and bad reputation.

Nowadays, fewer and fewer banks would offer such kind of product, so consumers gradually forget about the KGI Bank Flexible Cash Card.

Objective: create a content that is close to target audience’s life and utilize it to raise the product awareness and the number of the applicant.

KGI Bank Flexible Cash Card wouldn’t create your need for money, but solve the problem that you need to borrow money.

Borrowing money is an embarrassing thing to everyone, whether to friends, family or any relationship you have, it’s a pretty sensitive topic.

We found this insight and developed a series of stories presenting many different embarrassing circumstances when people want to borrow money and an unfading shadow left on the borrower’s hearts. So, if there is a need for money, just come to use KGI Bank flexible cash card, and things will be much easier!

Borrowing money is an embarrassing thing to everyone, whether to friends, family or any relationship you have, even many relatives and friends have hurt each other because of this issue, it’s a pretty sensitive topic. However, borrowing money is still a demand in the society, how could we let theses target audience to aware our product. We found the insight that people who have the need to borrow money but does not dare to ask it and created the story that telling the fifty shades of borrowing money.

In order to draw consumers attention and instigate discussion on social media, we produced a series of four films, and released them two weeks per film in sequence. With a dramatized performance to present many different unpredictable and ridiculous circumstances that may happen when people want to borrow money from their friends, and an unfading shadow will leave on those roles’ hearts because the behavior of action of their friends.

After the films were broadcasted, it triggered a lot of discussions,and we found that for the one who doesn’t have the needs for borrowing money,still felt negative about the cash card product. However, the film successfully raised product awareness, and our target audience who has cash flow problems, may have a solution to deal with their problem.

The films received over 2.7 million views on the Internet.

The number of applicants also increased by 12% within a month.