KELLY MONTHLY RESCUE

TitleKELLY MONTHLY RESCUE
BrandKASIKORN BANK
Product / ServiceKBANK LIVE
CategoryA06. Financial Products & Services, Commercial Public Services, B2B Products & Services
EntrantDENTSU (THAILAND) Bangkok, THAILAND
Idea Creation DENTSU (THAILAND) Bangkok, THAILAND
Production DAEMON FILM Bangkok, THAILAND

Credits

Name Company Position
Nisa Mujjalintrakool Dentsu (Thailand) Ltd. Executive Creative Director
Peabporn Prayudthanakul Dentsu (Thailand) Ltd. Senior Creative Director
Krissda Kanittasoontorn Dentsu (Thailand) Ltd. Creative Group Head
Deachawat Sriolankul Dentsu (Thailand) Ltd. Art Director
Wutichai Chaometeewut Dentsu (Thailand) Ltd. Assistant Creative Director
Tanya Hantaweewattana Dentsu (Thailand) Ltd. Senior Copywriter
Narin Panitchpakdi Dentsu (Thailand) Ltd. Art Director
Wannee Komarakul Na Nagara Dentsu (Thailand) Ltd. Managing Director
Darunrat Vasanachitt Dentsu (Thailand) Ltd. Account Director
Supisara Suwannoi Dentsu (Thailand) Ltd. Account Executive
Sarun Ladawon Dentsu (Thailand) Ltd. Assistant Planning Director
Chawit Pitikorntatiya Dentsu (Thailand) Ltd. Film Co-Producer
Sukanya Sitthisang Dentsu (Thailand) Ltd. Creative Coordinator

The Campaign

What K bank valued the most is an ability to serve consumers with best products & services. With this campaign, we wanted to offer consumers something different which helped consumers to overcome one of a universal problems our target consumers are facing in every month to ultimately become their go to choice of banking service. The idea is whenever consumers faced a “Month end money shortage”, K bank has to be there to help them get through it, in real time.

Creative Execution

We’ve created “Kelly Monthly Rescue” a personal assistant and an innovative mobile campaign that distributes a much needed survival items to consumers during a month end financial crisis which always happened a week before their payday. So, consumers can continue enjoyed their life and do things they want like the crisis has never happened. These survival items include coffee vouchers, shopping coupons, movie tickets, gas coupons and more. Consumers can easily joined the campaign by clicked “Accept” on a banner through “K –Mobile application”. The application will automatically linked with facebook to offer survival items to each consumers to get through their month end financial crisis. On the 20th of every month, if their account balance in K-mobile application is below THB 1000, a banner will pop-up in the application and directly link to K Bank facebook page for consumers to redeemed survival items which is different for each consumers.

Results

- We’ve engaged more than 530,000 user in one month - Raising up more than 1.9 million fans on our Facebook page - New account opening rate was increased by 40%

Nowadays, young office workers who are Kbank Live’s target are heavily rely on online space especially in mobile platform. Through K –Mobile application that automatically linked with Kbank Live facebook page, Kelly Monthly Rescue can directly help young office workers by sending them survival items to use during the crisis of Month end money shortage just in time.

K Bank wanted to target to young office workers. This group of consumers media consumption is heavily rely on online space especially social media like facebook and not just from any device, for them, “Mobile” is the king. Since mobile is the king for our target consumers, we’ve designed our campaign around it. Not only utilizing brand’s facebook page but linked it with K mobile application (Brand own financial application, a leading financial mobile application in Thailand). The campaign seamlessly linked between the application & facebook page to offered services that help consumers survived during a month end financial crisis. This enhanced the leader in mobile banking service of K bank and its innovative image.

Links

Video URL