|Brand||KASIKORNBANK PUBLIC COMPANY LIMITED|
|Product / Service||K PLUS|
|Category||A03. Online: Fiction|
|Entrant||GREYNJ UNITED Bangkok, THAILAND|
|Idea Creation||GREYNJ UNITED Bangkok, THAILAND|
|Production||HUB HO HIN BANGKOK, THAILAND|
|Additional Company||KASIKORNBANK PUBLIC COMPANY LIMITED Bangkok, THAILAND|
|Thor Santisiri||GREYnJ United||Chairman|
|Subbaraju Alluri||GREYnJ United||Chief Executive Officer|
|Jureeporn Thaidumrong||GREYnJ United||Chief Creative Officer|
|Kanaporn Hutcheson||GREYnJ United||Managing Director|
|Asawin Phanichwatana||GREYnJ United||Executive Creative Director|
|Thanyaluck Pongacha||GREYnJ United||Creative Director|
|Jesse Wong||GREYnJ United||Creative Director|
|Siravich Chatchaiganan||GREYnJ United||Group Creative Head|
|Chanikarn Sitthiaree||GREYnJ United||Group Creative Head|
|Sorrasak Thummakosol||GREYnJ United||Copywriter|
|Vanalee Kraivaree||GREYnJ United||Art Director|
|Nichanan Thunduan||GREYnJ United||Group Client Service Director|
|Nutnaree Harussadeechavalit||GREYnJ United||Account Manager|
|Navinda Kittisubkul||GREYnJ United||Strategic Planning Director|
|Kanoksak Kanchanachutha||GREYnJ United||Production Director|
|Nattakit Wongpakorn||GREYnJ United||Agency Producer|
Online shopping in Thailand is very complicated when it comes to the payment process. So, we use that moment to create the story to raise awareness of the collaboration between KASIKORNBANK and Facebook.
This online film shot by using the ‘long-shot’ technique to give audience point of view as ones in the situation, so they can feel the intensity, urgency, and be able to navigate the situations not like the other online commercials did.
The film was so entertaining that it created an overnight buzz on the internet. People shared the clip and went out to share their funny moments and jokes with their friend that prove the relevancy we shared with them. After 5 hours this film was released it hit the first million views, the number has now raised to 12 million and still climbing. The comment section was flooded with people saying how much they loved the film and the brand.
This work emphasizes a micro-moment of our strategic target and dramatizes to make crisis situations, insights and turn it into a light, funny, and entertaining anchoring script. Moreover, the ‘long-shot’ technique we used has to give audience point of view as ones in the situation, so they can feel the intensity, urgency, and be able to navigate the situations not like the other online commercials did. This work creates impacts launching, many Thais talk about each funny insight, moment, jokes with their friend that prove our relevancy we shared with them.
‘MICRO MOMENT MATTERS’ to show that we truly understand consumer even the smallest painful moment/detail in their regular payment routine and emphasis it to be an important move because for us, it does matter.