Why is this work relevant for Entertainment?

“To entertain is the most effective way to educate.” Every year, more and more friendly and trusting Thais fall for cyber crimes. While so many banks try to educate the public with texts and infographics, nothing is working, since Thai people don’t like to read (and it’s just boring). What better way than using a fun video to make people remember?

Background

Every year, more and more friendly and trusting Thais fall for cyber crimes. Scammers reach them through disguise via many channels. While so many banks try to educate the public with texts and infographics, nothing is working, since Thai people don’t like to read (and it’s just boring). Kasikornbank wants an effective way to help the public from becoming victims.

Describe the creative idea

Thais are very spiritual, believing in the “conscious” - intuition that helps them make right decisions. What they don’t realise is “conscious” is the most effective way against scammers. We tell this in an entertainment way, to make them understand this right away. Get help from your “conscious”, don’t respond to suspicious messages.

Describe the strategy

Many Thais are not highly educated. But almost everyone has a smartphone. A lot of them only use smartphones to go on social media or to watch online videos. They tend to believe everything they see there. Making them easy targets for scammers. Since they tend to believe what they see online, that’s exactly where and how we get our message across.

Describe the execution

An entertaining online video that personifies the ‘conscious’ - the intuition inside every Thai person. The video was launched on YouTube, Facebook (channels where most Thais enjoy binge watching videos online).

Describe the outcome

More people now don’t respond right away to unknown messages, effectively preventing themselves from becoming victims. The video resonated with Thais with many likes, shares and comments on how it’s a great reminder to stay vigilant, racking up over 12.5 million views and counting.