Kasikorn Bank in cinema drive

Developed by Ogilvy & Mather Thailand, the cinema-based campaign consists of eight commercials created in the style of movie trailers by local film directors.

Kasikorn, the fourth-largest commercial bank, has seen its share price tumble 27 per cent due to inflation and political instability, although it beat market expectations when it reported second-quarter net profits of 4.3 billion baht ($128 million).

The bank is therefore keen to bolster its image as a progressive financial operator with innovative technology and excellent service as it strives to meet its annual targets. Net earnings for the year are forecast to rise four per cent to 15.6 billion baht ($465 million).

Thailand’s banks are currently experiencing mixed fortunes. Top financial service firm Bangkok Bank recently posted a 5.8 per cent drop in earnings, though number two bank Krung Thai saw profits jump four-fold.

The ads for Kasikorn will run nationwide until October across 240 cinema halls with additional media support on television and cable networks, print and out-of-home media, including plasma screens on sky trains and in office lifts.

“Within the financial industry, there’s a total of seven customer segments: mass, middle-income, signature, micro-business, SME, corporate business and multinational business,” said Rati Panthawi, managing partner of Ogilvy & Mather Thailand.

“With an additional message to go beyond financial services, the eight commercials communicate how the Kasikorn group is capable of providing a total financial solution for all the needs and lifestyles of each targeted customer segment.”

One execution portrays a male consumer battling a dragon Lord of the Rings-style before a Kasikorn employee comes on at the end of the trailer to promote one of the bank’s services.

“Usually, financial communications are pretty boring. The entertainment approach, in the form of a cinema trailer, with a twist at the end, is a breakthrough concept for us,” added Panthawi.