JOY

TitleJOY
BrandKASIKORNBANK PUBLIC COMPANY LIMITED
Product / ServiceK PLUS
CategoryA03. Online: Fiction
EntrantGREYNJ UNITED Bangkok, THAILAND
Idea Creation GREYNJ UNITED Bangkok, THAILAND
Production HUB HO HIN BANGKOK, THAILAND
Additional Company KASIKORNBANK PUBLIC COMPANY LIMITED Bangkok, THAILAND

Credits

Name Company Position
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

The Campaign

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.

Creative Execution

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.

Links

Video URL