In the race to sign up new customers and tout their digital cred, banks have tended to amplify their bells and whistles over putting their customers' needs and convenience first. In a bid to break free of this clutter, Thailand's Kasikornbank (K Bank) has released the latest campaign for its K Plus app, through GreyNJ United Bangkok.
Rather than grandstanding about app features—or going all-in with weirdness as previous campaigns have done—the work focuses on the app's ease of use. From a grandparent topping up in-game credits for demanding grandkids to a first-time live streamer nervously going on the air to a couple enjoying time together with their child (props for the inclusive choice!), the ad covers a wide variety of consumers. Yet the style retains enough quirkiness that it doesn't feel like a completely different approach from the bank's earlier and successful campaigns.
K Bank has developed an ecosystem of partnerships with lifestyle apps that it has sought to blend into everyday lives. Rather than just position K Plus as a banking app alone, the work seeks to position it as a lifestyle one, in conjunction with other food delivery, taxi and fashion ones consumers may use.
“The new commercial ... strengthens the role of KPlus app in people’s lives as a ‘digital lifestyle ecosystem enabler’, which goes beyond traditional banking,” said Asawin Phanichwatana, deputy chief creative officer at GreyNJ United.
Agency: GreyNJ United Bangkok
Chairman: Thor Santisiri
Chief Creative Officer: Jureeporn Thaidumrong
Chief Executive Officer: Kanaporn Hutcheson
Chief Operation Officer: Thipayachand Hasdin
Deputy Chief Creative Officer: Asawin Phanichwatana
Creative Director: Asawin Phanichwatana / Jesse Wong
Copywriter: Jesse Wong / Natthinee Ruengves / Pandarie Somjit
Art Director: Pheraphas Jongphatcharanan
General Manager: Kanokkorn Seehapan
Group Account Director: Kantharat Teerarojjanawong
Account Manager: Naphat Ruenpanich
Associate Planning Director: Jongkoch Dusittanakarin
Project Management Director: Kanoksak Kanchanachutha
Senior Traffic Coordinator: Juthamas Tantated
Production Company: Happy Ending Film
Director: Nawapol Thamrongrattanarit
Assistant Director: Pornpong Wongwatpong
Cinematographer: Boonyanuch Kraithong
Film Producer: Pacharin Surawatanapongs
Film Art Director: Cai Lianjie
Casting Director: Panjai Sirisuwan
Stylist: Angsana Tulakorn
Production Manager: Sasicha Kanjanumpa
Post Producer: Supapit Chirattikanon
Editor: Harin Paesongthai
Colorist: Chaitawat Thrisansri
Flame Artist: Krongyote Glinfuang
Music Composer: Siwat Homkham