Thai banking group Kasikornban (KBank) has launched a new commercial film titled “KBankxBLACKPINK is BACK", in collaboration with ad agency GREYnJ UNITED Bangkok. The two-minute long video features K-pop girl group BLACKPINK, and is aimed at encouraging Gen Zs to combat the socioeconomic tension they may be experiencing, using KBank’s new online platform B.A.D-it (Believe and do it). Kanaporn Hutcheson, CEO of GreynJ UNITED told Marketing that BLACKPINK was specifically chosen as the group had shared values that truly represented the persona of Gen Zs, adding that the band valued aspiration, freedom, creativity and individuality.
In the short film, BLACKPINK highlights the ways one can “unlock the world” powered by KBank. The concept revolves around the idea of using KBank’s debit card to practice social distancing yet bring contactless payment to the forefront of the shopping experience, allowing users to shop safely even in these tough times.
The online platform comes as KBank recognises the demographics in Thailand, whereby Gen Zs – the younger siblings of millennials, account for one-third of the Thai population and are known to be passionate about changing the world for the better. B.A.D-it provides information on online activities such as gaming, fun webinars, tips on how to get the most out of online education, and COVID-19 guidelines.
Jureeporn Thaidumrong, CCO of GREYnJ UNITED said the campaign was intended to “reinforce KBank’s proposition on empowering Gen Zs beliefs and passions and to encourage a call-to-action” even in these unprecedented times. “From a creative point of view we felt that BLACKPINK would appeal to GEN Zs and they are known for their fantastic creative videos and dance numbers. A Korean girl group who are very popular in Thailand, and in fact, all over Asia and across the globe," Thaidumrong added.
Separately, KBank also launched a sequel titled “Docovidtary II” in partnership with GREYnJ UNITED Bangkok The video showcased the impact of the bank offering interest-free borrowing for small and medium-sized enterprises (SMEs) as a way to keep businesses afloat and workers on payroll during the pandemic. It came as Kasikornbank took part in the series of measures launched by government and financial institutions, targeted at cash-strapped SMEs which were struggling as businesses start to reopen amidst the subsiding pandemic.