Title | PHILOPHOBIA |
Brand | BANK OF AYUDHYA PUBLIC COMPANY LIMITED. |
Product / Service | “JAD HAI PROMPTPAY” FREE FUND TRANSFER FOR LIFE |
Category | A03. Online: Fiction |
Entrant | RABBIT'S TALE Bangkok, THAILAND |
Idea Creation | RABBIT'S TALE Bangkok, THAILAND |
Media Placement | RABBIT'S TALE Bangkok, THAILAND |
PR | RABBIT'S TALE Bangkok, THAILAND |
Production | RABBIT'S TALE Bangkok, THAILAND |
Name | Company | Position |
---|---|---|
Sunard Thanasanaksorn | Rabbits Tale Co., Ltd. | Managing Director |
Saroj Laohasiri | Rabbits Tale Co., Ltd. | Chief Strategic Officer |
Kittipat Mahapunt | Rabbits Tale Co., Ltd. | Strategy & Touchpoint Director |
Kathleen Wongsanganan | Rabbits Tale Co., Ltd. | Executive Account Director |
Akraporn Fongchitcharoen | Rabbits Tale Co., Ltd. | Account Director |
Chanuttarm Waentongkam | Rabbits Tale Co., Ltd. | Account Executive |
Kanon Vattanapayoongkul | Rabbits Tale Co., Ltd. | Touchpoint Manager |
Suvajana Pinitchatchaval | Rabbits Tale Co., Ltd. | Senior Media Planner |
Oravee Tungsupapornchai | Rabbits Tale Co., Ltd. | Media Planner |
Chanakarn Kampilo | Rabbits Tale Co., Ltd. | Senior Content Editor |
Sakrapee Rinsan | Rabbits Tale Co., Ltd. | Content Editor |
Noranit Yasopa | Rabbits Tale Co., Ltd. | Executive Creative Director |
Papop Chaowanapreecha | Rabbits Tale Co., Ltd. | Creative Director |
Kajohnchai Rodklongtan | Rabbits Tale Co., Ltd. | Art Director |
Nalin Viroonhatham | Rabbits Tale Co., Ltd. | Copy Writer |
Potrawee Wichien | Rabbits Tale Co., Ltd. | Project Manager |
Sarin Ittinuntaweerachai | Rabbits Tale Co., Ltd. | Project Manager |
Apiwat Supateerapong | Hellofilmmaker | Director |
Chotirat Wareerattanarot | Hellofilmmaker | Producer |
Supanit Areewong | Hellofilmmaker | Producer |
Tantong Funyuang | Hellofilmmaker | Asst. Director |
Wiroth Suwannarakgoon | Hellofilmmaker | Asst. Director |
Panthipa Dechabun | Hellofilmmaker | Project Manager |
Phunyapat Injun | Hellofilmmaker | Art Director |
Alisa Treprasret | Hellofilmmaker | Stylist |
Monton Apijitranon | Hellofilmmaker | Location Manager |
Aiming to connect with consumers emotionally, we maximize the emotional communication in a form of short film which tie the storyline to our issue. Metaphorically, we represent consumer’s fear of PromptPay through something closer to their life, Philophobia: The Fear of Love.
Implementation: ’Philophobia’ was an online short film we created about a girl who suffers from the fear of love. Through 4 chapters of the phobia symptoms, we show her struggle of committing to love the same way consumers struggle of committing to PromptPay. In the end, the girl was able to overcome her fear as one guy offered her the lifetime sincerity which we refer to the lifetime privilege the service offered. Element Online Video : Facebook
The film became a buzz in no time as it reaches over 5 million views, over 60,000 shares and 40 million impressions within a few months after launched. The registrations number were increased by 30% as the film successfully open Thai consumer’s mind to fall in love with Krungsri PromptPay.
Why is this work relevant for Entertainment? ‘Philophobia’ was an online short film we created to tackle consumer’s fear over Krungsri Bank's PromptPay service through emotional connection. It was designed to be an entertainment piece that changes the perception consumer has against the product.
Approach: Open consumer’s mind to overcome their fear of the service with the communication that connects with them emotionally. CTA: Lifetime privilege awaits when you open your mind. Audience: Young Thai consumers with digital behaviour.