K Plus promotes new features through ‘truthful moments’ in personal finance via Grey Thailand

Through the “K+ Better Finance, Better Life” campaign, Grey Thailand has created a series of 20-second online spots, highlighting ‘the moment of truth’ when it comes to personal finance.

 

The current economic climate in Thailand is fragile, with the nation’s household debt ratio of 90% of GDP, one of the highest in Asia. Many households and individuals are having trouble servicing their loans and debts, which threatens economic stability.

In line with its socially responsible business practices, Thailand’s No.1 digital banking operator, Kasikornbank, has recently launched three new features – My Budget, My Asset and My Investment – to add to its mobile banking application K Plus, which currently has 23 million users. The move aims to help Thais gain stronger financial health in key aspects of financial management, including budgeting, planning and investing.

The ads depict common financial hurdles people face today – living paycheck to paycheck caused by impulse spending, clouded judgment on financial planning and investment hardship due to fragmented platforms. These three emotional insights were spotlighted to support K Plus’ new features.

Sompat Trisadikun, Chief Creative Officer at Grey Thailand, said: “Raw emotions play a significant role in financial decision-making. Thus, recognizing and managing emotional triggers is essential for making rational financial decisions and achieving long-term financial stability.”

Credits
Client: Kasikornbank
First Senior President: Chitravinee Vannakorn
Head of Integrated Marketing Communication Dept: Nithivadee Punnahitanont
Senior Integrated Marketing Communication Specialist: Pornnapat Singthong
Senior Digital Business Channel Management: Vanichaporn Phataratiranon
Agency: Grey Thailand
Chief Operating Officer: Kanokkorn Seehapan
Chief Creative Officer: Sompat Trisadikun
Strategic Planning Manager: Arnon Kanchanapun
Creative Director: Kanchat Chotewattanakul
Senior Art Director: Pawanrat Thamungmee
Senior Copywriter: Khamolchanok Masaphan
Group Account Director: Phetpichaya Saengchaipan
Account Manager: Settawut Janda
Production: House Melon