VMLY&R Thailand and Krungsri, a leading Thai bank, are showcasing the importance of seamless customer experience (CX) in a surreal new film titled “Your Time.”
This emotional film is part of a broader integrated brand refresh campaign that positions Krungsri as “the time-saving bank.” It emphasizes the bank’s seamless digital banking experience, which simplifies and speeds up banking processes, providing Krungsri customers with more time to pursue their passions.
The film targets Krungsri’s younger customers and revolves around the brand’s message of valuing customers’ precious time, no matter how uniquely they choose to spend it. Inspired by real customer interviews, it showcases the things customers would do if they had more time.
Directed by the award-winning Teerapol Suneta, the film combines life-like customer testimonials with moments of visual surrealism, demonstrating how Krungsri’s banking touchpoints are seamless, unobtrusive, and efficient. From flirting with friends to spending time with pets, cosplaying, and relaxing with loved ones, the film illustrates how Krungsri enables its customers to indulge in their passions.
Expanding on the bank’s 2012 brand promise of “Make Life Simple,” the film is part of a comprehensive integrated campaign encompassing out-of-home advertising (OOH), online ads, influencer campaigns, and television. Since its launch in February this year, the film has garnered over 45 million views.
Anuwat Nitipanont, Chief Creative Officer at VMLY&R Thailand, stated, “At VMLY&R, we are dedicated to creating connected brands that genuinely prioritize humans in every brand decision. Recognizing the significance of ‘time’ for Krungsri’s customers, we understand that it provides us with the opportunity to engage in more of the activities we love.”
He added, “By building on Krungsri’s brand essence of simplicity, the film aims to convey the bank’s understanding of its customers and its commitment to meeting their needs in an increasingly busy world. It establishes an emotional connection with customers, transforming Krungsri’s positioning from a bank for financial solutions to a bank for life solutions.”
Ekkavee Visitsunthorn, Head of Corporate Marketing at Krungsri Bank, explained, “‘Make Life Simple’ has been Krungsri’s brand promise since 2012, and it remains relevant in today’s fast-paced world. Simplicity now means innovative solutions that seamlessly integrate into people’s daily lives, allowing them to live without worries.”
Visitsunthorn continued, “Customers are no longer seeking just a financial service provider; they are looking for a partner who truly understands them, inspires them to achieve their goals, and provides seamless solutions that simplify their financial matters, granting them more time for the things that truly matter. With this campaign, we want to demonstrate that Krungsri can be the life partner they are seeking, while reinforcing our ‘Make Life Simple’ brand promise for customers of all segments and age groups.”
Agency : VMLY&R Thailand
Yupin Muntzing, Chief Executive Officer
Anuwat Nitipanont, Chief Creative Officer
Piyakan Sirichankachorn, Creative Director
Suchapar Eangmahassakul, Senior Art Director
Pattanut Thaokoon, Copywriter
Rasrin Akkaranunkorranich, Business Director
Pichaya Voharnsuchon, Client Engagement Manager
Ekaluck Charanvas, Chief Strategic Officer
Pruek Cheewaworanun, Strategy Manager
Pannawat Han-Idhikul, Data Analyst
Sutthatip Sangaroon, Film Producer
Benjawan Sengtee, Project Manager
Production House: Suneta house
Teerapol Suneta, Director
Chanapa Ployarunrung, Producer
Sarawut Kaweethammawong, Editor
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