Krungthai Bank, as ‘The Bank of Thai people, for Thai People’, determined to be the big movement for ‘Thailand Financial Literacy’ by creating a campaign that provides education, understanding, and financial practices for people today to stimulate Thais to have better financial discipline.

Firstly, we started with the deep understanding on Thais perception and found out that most of Thai people perceive ‘Financial Literacy’ as ‘Financial Knowledge’ that they are well-understand e.g. money saving, investment, financial planning, debt management, etc. However, they still have financial problems as reflected in online conversations and various statistics survey. In which, from this point, we figured out that the biggest problem is not the lack of education, but the lack of motivation to take action instead.

So, we explored the real root cause of bad financial habits which is the financial hedonism; the misbelieving that ‘spending money is happiness and self-rewarding’ that make them irresponsibly spend money on unnecessary things without thinking thoroughly.

In order to create Financial Literacy among Thais, our biggest task is to tackle down this misbelief and provoke the thought to spend responsibly as the foundation of every good financial life.

From the research, we found that there are a lot of information on saving and debt payments, but no one ever taught them how to spend money with discipline because they spent money quickly buying things without thinking. This campaign does not disallow money spending but show people how to spend slowly and not hastily spend money on useless things. It helps them to stop and think before spending hastily. It educates them about money spending appropriately.

If it is a normal advertising format, it could be posted on Facebook, or make a banner but it will not reach the target group. Therefore, we think why do we not create products that provoke re-thinking before buying. This is where products to caution people before buying. To make them spend responsibly, we bring the shopper insights to provoke target to ‘think before you buy.’

We create ‘HI-SA-TI Brand’, a brand that exists in both online and in-store. Every product is ready to remind you every time you shop. We have a lipstick model “Don’t-You-Already-Have-This-Shade.” Special lipstick model to remind ladies before hastily buy another similar lipstick and never finish using completely. In the group model “Do-You-Even-Wear-Caps” a special product designed to remind people who disliked wearing a cap but liked to buy them because the social trend told them it’s an item must have.

We promote these products through online videos, also on shoppers favorite places to browse goods, such as; Instagram, online stores, night markets, and fashion stores. Once the target audience sees our products, it will have the effect of waking them up from their shopping illusion.

We turned the issue that people rarely talked about to become a public interest and earned positive responses on social media. The campaign has earned 339K engagement and 73 million impressions. Moreover, The campaign has hit trending on Twitter and become a hot topic on social media. Celebrities and influencers are engaged in the campaign and share our campaign organically. Most importantly, the campaign raises people awareness about Financial Literacy and helps them to become more reasonable when it comes to spending or shopping issue.