The Campaign

Our characters were played by ordinary country girls who seemed to have absolutely no reason to use K PLUS but we gave them one. The story was so packed with Thailand’s trendiest pop culture that it became an overnight buzz.

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 has 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.