Krungthai Bank stresses reliability in appealing to Thai SMEs

Euro RSCG explained that the creative idea arose from the intense competition between banks in Thailand to attract the growing SME sector and how Krungthai Bank could reinforce its suite of products and services offering in the sector.

Thailand's economy has undergone significant upheaval and due to this uncertainty, having the support of their bank is not just welcomed by Thai businesses, but has become an emotional as well as a financial need.

According to Euro RSCG, this insight gave the inspiration for the creative solution. Drawing on the history of the bank, which has supported Thai businesses for over 40 years, the creative idea 'Always reliable' was born. 

The campaign revolves around a 45-second TVC that features a Krungthai Bank manager paying a visit to several SMEs across different industries, conveying the message that business owners and employees have the full support of the bank in a spectrum of ways.

“Through ups and downs, over many decades, Krungthai Bank has stood shoulder to shoulder with Thai businesses, and we wanted this campaign to underscore that point to business owners,” said Yaowalak Poolthong, first executive vice president of Krungthai Bank.

Sora Golf Kaitkanarat, managing director at Euro RSCG Bangkok, added, “The Thai economy has experienced a significant degree of uncertainty in recent times, so the creative executions deliver this message in a warm, reassuring, and lighthearted manner.”
 

Credits: 

Chief creative officer and consultant  Chukiat Jaroensuk
Creative group head  Sitthichai Okkararojkij
Art director  Chaowalek Julaketpotichai        
Senior producer  Chainarong Wattanathanakun