BANGKOK, THAILAND — In line with its socially responsible business practices, Thai 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 current economic climate in Thailand is fragile. The nation’s household debt ratio is 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.
That’s why, through the “K+ Better Finance, Better Life” campaign, creative agency Grey Thailand created a series of 20-second online spots, highlighting “the moment of truth” when it comes to personal finance.
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.
“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,” said Sompat Trisadikun, Chief Creative Officer at Grey Thailand.
CREDITS:
Campaign name: K+ Better Finance, Better Life
Brand: Kasikornbank
Client Credits
Chitravinee Vannakorn, First Senior President
Nithivadee Punnahitanont, Head of Integrated Marketing Communication Dept
Pornnapat Singthong, Senior Integrated Marketing Communication Specialist
Vanichaporn Phataratiranon, Senior Digital Business Channel Management
Grey Thailand Credits
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
