PHILOPHOBIA

TitlePHILOPHOBIA
ClientBANK OF AYUDHYA PUBLIC COMPANY LIMITED.
Product / Service“JAD HAI PROMPTPAY” FREE FUND TRANSFER FOR LIFE
CategoryA03. Online: Fiction
EntrantRABBIT'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

The Campaign

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.

Creative Execution

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.

Credits

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