New KBank commercial piggybacks on K-Pop to draw in a younger audience in Thailand

Kasikornbank or KBank from Thailand has launched a new campaign featuring K-pop band Blackpink. Titled ‘KBank Empowers Your Belief’, the ad has been been created by GreynJ United. Via this ad KBank is making a play for the 10 million strong 15-25 year old population in the country.

Speaking about the campaign, GreynJ United creative chairwoman Jureeporn Thaidumrong said: “KBank has become the chosen bank for today’s generation, not only because of the  financial technology and services it provides, but also for facilitating quality lifestyle and convenience.

“It’s the right time to take the brand to the next level. The collaboration of a big financial company – Kbank – with big pop culture stars – KPop band Blackpink has happened for the first time in history of banking. 

“With this brave influencer marketing strategy, we soon saw the results; over 10 million views on YouTube as well as over four million views and thousands of interactive engagements on KBank’s ‘live Facebook’ page. 

“All this along with  #KBankXBlackPink trending as the number one hashtag on Twitter has made it a satisfying and successful social media campaign across multiple platforms.

“I think for the new Z Gen,’whatever you believe, KBank empowers you’ is a bold tagline that they can relate to.”

The campaign is adopting an online-first approach and will include several executions through the course of the year to keep up engagement.

Credits:

Client: KBank

First senior vice president: Chitravinee Vannakorn 

First vice president: Nithivadee Punnahitanont 

Assistant vice president: Mr Pittsanu Sitabutra 

Senior retail marketing communication specialist: Wannaporn Hualmanop 

Agency: GREYnJ United Bangkok

CEO – Indonesia & Thailand: Subbaraju Alluri 

Chief creative officer: Jureeporn Thaidumrong

Managing director: Kanaporn Hutcheson

Deputy chief creative officer: Asawin Phanichwatawa

General manager: Kanokkorn Seehapan

Group account director: Vorawan Kaewket

Senior account executive: Patchara Witithladda

Associate strategic planning director: Jongkoch Dusittanakarin

Senior strategic planner: Pareena Rachjaibun

Creative director: Thanyaluck Pongacha

Senior art director: Vongjino Kedjariyanon ,Nukool Khamlert

Copywriter: Pat Deesawat

Graphic designer: Dechppat Chamnoi

Project management director: Kanoksak Kanchanachutha

Senior traffic co-ordinator: Juthamas Tantated

Project manager: Ruangkanjana Aiamrit

Digital PR manager: Saengwit Kewaleewongsatorn

Production 

Production company: Matters in Liukh

Film director: Liukh

Assistant film director: PARK Sang Woo

Cinematographer: LEE Hangyeol

Film producer: KIM Minsik, RYU Jina

Film art director: Rami

Costume stylist: KIM Wook

Production manager: LEE Seung Yeon

VFX producer: SONG Doo Hwan, Sully

VFX company: SOLID

VFX supervisor: JK

2D Artist: KIM Hyung Jun

3D Artist: KIM Young Woo

Motion designer: PARK Il Jun

Editor: EDITIN / YOU Sejin

Colourist : COLORADO / ROH Hakmin
Composer: LEE Banseok

Sound Studio: Gorilla Sound