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
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