Bangkok Bank eyes new home buyers

In the face of a flat economy, Bangkok Bank has rolled out a new campaign for its home loans product, Bualuang Home Loans.<BR><BR>"Despite sluggish growth in the real estate market, Bangkok Bank believes that property developers will tap into arenas offering sales volume and, thus, invest in the middle and economy segment of the market," said Amornpimol Thanakitamnuay, MD of M&C Saatchi Thailand. "The campaign targets consumers aged 30 and above who aspire to buy their first property, with the help of a loan."<BR><BR>The campaign comprises 30-second and 15-second TVCs, as well as a print ad and POP materials, based on the creative concept 'Phuen khu kit mit khu baan' ('Caring partner'). <BR><BR>"The campaign promotes the bank as a friend that gives its consumers various choices as per their needs and payment abilities," said Amornpimol.<BR><BR>The M&C-developed commercial, which will run until November, is set in a Bangkok Bank branch where a young married couple is caught in the middle of a home loan application process. <BR><BR>On being asked about which type of loan he is seeking, the husband finds himself in a dilemma, unable to choose between the types of payments that best suit his lifestyle. As the bank personnel take him through several options available, the story ends with the wife making the decision for him by urging him to choose 'the one that you are most comfortable with'.<BR>