The Campaign

Because this is the application that has various functions and a huge amount of users, in fact, so huge that if you run out of idea what to talk about when starting a conversation, you can use this app as the topic. We used this idea to create a story of a girl who, thanks to K PLUS app, successfully made friends.

Execution

Thai people love watching movies, especially in a form of online entertainment. So, we asked the director of this film to make it a highly entertaining short film with the length of 5.30 minutes and then release it through Thai’s most favorite online channels; Facebook and YouTube.

Even more, people have now turned to use the already most-used app. K PLUS app download rate has skyrocketed to 9 million which was +37% new download growth. Apart from that, the app activation has also increased to more than 80% active user rate with 20 million transactions a day which has increased +250%. K PLUS became a talk of the town and the most activated application in Thailand. After 3 hours this film was released it hit the first million views, the number has now raised to 53 million and still climbing. That was all because we parodied the trendiest pop culture across the country. Consequently, people went out to create their own parodies online.

The Situation

This is a branded short film introducing K PLUS application functions and a huge amount of users. The film was packed with Thailand’s trendiest pop culture everybody enjoyed at the time.

The Strategy

We use the common insight that people feel uncomfortable and awkward when we first meet new people or enter into a new society especially Thai people. So, using K PLUS app will give us something to talk about because it is the app that everyone knows and uses making it relatable. Moreover, apart from helping people with finance, K PLUS also helps them to socialize and plus friendship with others.