ASIA-PACIFIC – BANGKOK, THAILAND, AUGUST 2011 – Krung Thai Bank (KTB) and Euro RSCG Bangkok have released a new ATL campaign aimed at driving buzz around the bank’s full range of services for small and medium sized enterprises (SMEs).
The campaign sprung from two challenges – an intense competition among banks to attract the growing SME sector in Thailand, and how the freshly rebranded KTB, a leader in the market, could reinforce its full range of products and services offering for the sector.
In recent times, the Thai economy has experienced significant upheaval. Due to this uncertainty, having the support of their bank is not just welcomed by Thai businesses, but has become an emotional as well as financial need. This insight gave the inspiration for the creative solution. Drawing on the history of the bank, which has supported Thai businesses for over 40 years, the creative idea “Always reliable” was born.
The executions show a Krung Thai Bank manager visiting a number of SMEs in different sectors, where business owners and employees are supported by their friendly bank manager in a variety of ways.
“Through ups and downs, over many decades, Krung Thai Bank has stood shoulder to shoulder with Thai businesses, and we wanted this campaign to underscore that point to business owners,” said Yaowalak Poolthong, First Executive Vice President of Krung Thai Bank.
“The Thai economy has experienced a significant degree of uncertainty in recent times, so the creative executions deliver this message in a warm, reassuring, and lighthearted manner,” added Sora Golf Kaitkanarat, Euro RSCG Bangkok Managing Director.
CREATIVE CREDITS
Agency: Euro RSCG Bangkok
Chief Creative Officer and Consultant: Chukiat Jaroensuk
Creative Group Head: Sitthichai Okkararojkij
Art Director: Chaowalek Julaketpotichai
Senior Producer: Chainarong Wattanathanakun
