Why is this work relevant for Entertainment?

Thai people hate changes. But they love binging on videos online. Therefore, when we needed to announce huge changes of a mobile banking app, we decided to entertain them with an online film.

Background

K PLUS, the most popular mobile banking app from KBank, had to launch a new app interface with new AI features, new logo and new functions. But Thai people hate changes, especially when it comes to apps that they’re already used to. In addition, the new AI features may make them feel uneasy. We had to find a way to minimise negative reaction while reassuring customers that despite the app changes, our promise to deliver excellence remains unchanged.

Describe the creative idea

Change can be awesome as long as what’s most important remains.

Describe the strategy

Thai people hate changes. But they love binging on entertaining online films. So we created a film that entertains them while tackling the negative response often associated with app updates.

Describe the execution

A young man is really confused and unsettled as his girlfriend keeps changing or ‘updating’, flipping through faces, ages, even genders. Eventually, he realises that these changes or upgrades may actually be quite awesome.

Describe the outcome

The campaign became talk of the town by reaching 10 million views in just 1 day. The total online views combined is now over 60 million. The download percentage increased significantly to almost 90% (from an average of 60%). Most important of all, there was almost no negative reaction and resulted in only positive sentiments associated with the communications, the app and the bank. The film with its odd storyline and deadpan humour turned an announcement into something entertaining. At the same time, “Change Is Awesome Day” was held at all the branches all over the country - for one day, all staff members ditched their uniforms and went to work made up and dressed up as whoever they wanted to be, which led to even more online coverage and user-generated content.