Krungthai Bank – SSME
high recall campaign for a new bank target
Client: Krungthai Bank
Media: Integrated campaign
Background:
In Thailand, a lot of small businesses operate without proper administration, book keeping and documentation. Under these circumstances, they think they would never qualify for an “SME Bank Loan”. KTB has now opened small companies like these the opportunity to apply for a “sSME” company bank loan with less obstacles in the way. Simply presenting the bank with past purchase orders, invoices and receipts is sufficient to be eligible.
Campaign idea:
The owner of a small Koi fish farm is confronted with ‘bad news and good news’ by one of his employees. The bad news is that the guy managed to break the pump and as a result all of the fish are dead. But the good news is that they had just received an order for 10,000 fish. In frustration the fish farm owner throws the now seemingly useless purchase order in the water. In a last attempt to save his neck the employee then informs him that purchase orders like these can be used to apply for a company loan at KTB Bank.
Key visual which was adapted to various campaign materials.
