Bangkok, Thailand – K Plus, the mobile banking app of Thai digital bank Kasikornbank, has launched a new campaign with Grey Thailand highlighting ‘the moment of truth’ when it comes to personal finance.
The campaign, featuring a series of 20-second online spots, was launched in line of K Plus’ three new features – My Budget, My Asset and My Investment. The move aims to help Thais gain stronger financial health in key aspects of financial management, including budgeting, planning and investing.
The ads depict common financial hurdles people face today – living paycheck to paycheck caused by impulse spending, clouded judgment on financial planning and investment hardship due to fragmented platforms. These three emotional insights were spotlighted to support K Plus’ new features.
“Raw emotions play a significant role in financial decision-making. Thus, recognizing and managing emotional triggers is essential for making rational financial decisions and achieving long-term financial stability,” said Sompat Trisadikun, chief creative officer at Grey Thailand.
The campaign launch comes at a time when the current economic climate in Thailand is fragile, with the nation’s household debt ratio of 90% of GDP, one of the highest in Asia. Many households and individuals are having trouble servicing their loans and debts, which threatens economic stability.
