Kasikorn Bank: Friendshit [long form]

Credits & Description:

Agency: GREYnJ United
Client: KASIKORNBANK
Brand: K PLUS App
Production Company: Hub Ho Hin Bangkok
GREYNJ UNITED Bangkok, Thailand Entrant Company
GREYNJ UNITED Bangkok, Thailand Idea Creation
HUB HO HIN BANGKOK Bangkok, Thailand Production
KASIKORNBANK PUBLIC COMPANY LIMITED Bangkok, Thailand Additional Company
Thor Santisiri GREYnJ United Chairman
Subbaraju Alluri GREYnJ United Chief Executive Officer
Jureeporn Thaidumrong GREYnJ United Chief Creative Officer
Kanaporn Hutcheson GREYnJ United Managing Director
Asawin Phanichwatana GREYnJ United Executive Creative Director
Thanyaluck Pongacha GREYnJ United Creative Director
Siravich Chatchaiganan GREYnJ United Group Creative Head
Chanikarn Sitthiaree GREYnJ United Group Creative Head
Sorrasak Thummakosol GREYnJ United Copywriter
Shanya Jiwachotkamjorn GREYnJ United Copywriter
Warumpa Laoprasert GREYnJ United Copywriter
Natcha Jantararotai GREYnJ United Copywriter
Vanalee Kraivaree GREYnJ United Art Director
Nichanan Thunduan GREYnJ United Group Client Service Director
Navinda Kittisubkul GREYnJ United Strategic Planning Director
Kanoksak Kanchanachutha GREYnJ United Production Director
Nattakit Wongpakorn GREYnJ United Agency Producer
Nawapol Thamrongrattanarit HUB HO HIN BANGKOK Production
Niramon Ross HUB HO HIN BANGKOK Production
Nattapon Kornkaew HUB HO HIN BANGKOK Production
Thanakrit Wongwaraphan HUB HO HIN BANGKOK Production
Phuwanai Phangkhum HUB HO HIN BANGKOK Production
Surangkana Suwanjinda HUB HO HIN BANGKOK Production
Pacharin Surawatanapongs HUB HO HIN BANGKOK Production
Kanittha Waiyawan HUB HO HIN BANGKOK Production
Patcharee Sakunrungwat HUB HO HIN BANGKOK Production
Chonlasit Upanigkit HUB HO HIN BANGKOK Production
Chonlasit Upanigkit HUB HO HIN BANGKOK Production
Chapavich Temnitikul HUB HO HIN BANGKOK Production
Entry Summary
It’s common for people to feel uncomfortable and awkward when we first meet new people or enter into a new society especially Thai people. We are shy and usually nervous or even scared of making new friends and that level of nervousness is taken to another whole level when we move to an unfamiliar place.
Brief Explanation
Friendshit tells a story about a girl who hilariously tries her best to make friends at her new school with a constant help from her bestie. After many attempts have failed, her bestie’s final suggestion is to start a conversation about K PLUS, a free mobile banking application from KASIKORNBANK as it is easy to use, everybody uses it so it's relatable. Eventually, she succeeds.
The Campaign
Because this is the application everyone uses and there are a lot of things you can do so if you want to start a conversation but have no idea what to talk about then let this app be a starter. We created a story of a girl who, thanks to K PLUS app, successfully made friends.
Creative Execution
Thai people love watching movies, especially in a form of online entertainment. So, we asked the director of this film to make it a highly entertaining short film with the length of 5.30 minutes and then release it through Thai’s most favourite online channels; Facebook and YouTube.
The film was so entertaining that it created an overnight buzz on the internet. People shared the clip and went out to create their own parodies and memes. Quotes in the film have turned into trending hashtags. And the leading actresses themselves became so popular that people dressed up and had their hair cut like them. People also changed their profile picture using pictures from the film. After 3 hours this film was released it hit the first million views, the number has now raised to 53 million and still climbing. The comment section was flooded with people saying how much they loved the film and the brand.
This is a branded short film telling an extraordinary story of absolutely ordinary people. The film was packed with Thailand’s trendiest pop culture everybody enjoyed at the time.
We use the common insight that people feel uncomfortable and awkward when we first meet new people or enter into a new society especially Thai people. So, using K PLUS app will give us something to talk about because it is the app that everyone knows and uses making it relatable. Moreover, apart from helping people with finance, K PLUS also helps them to socialize and plus friendship with others.