Mobile Banking K Plus Uncovers Truthful Moments on Personal Finance

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. 

In line with its socially responsible business practices, Thailand's No.1 digital banking operator, Kasikornbank, has recently launched three new features - My Budget, My Asset and My Investment – to add to its mobile banking application K Plus, which currently has 23 million users. The move aims to help Thais gain stronger financial health in key aspects of financial management, including budgeting, planning and investing.

Through the 'K+ Better Finance, Better Life' campaign, Grey Thailand created a series of 20-second online spots, highlighting 'the moment of truth' when it comes to personal finance. 

The ads depict common financial hurdles people face today - living pay check to pay check 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, recognising 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.