KBank applies content marketing for K-Home Loan through short film.
KASIKORNBANK is undertaking a content marketing by introducing a promotional campaign via online social media entitled, “K-Home Loan: Click ‘Like’ to win a Benz!”, paired with a short film, “The Order from the Heart”. The strategy is aimed to tap younger clients with the digital lifestyle. Customers who participate in voting for how the short film will end will be entitled to enter a lucky draw to win a Mercedes-Benz; the contest begins August 20. The Bank expects to extend at least 17 billion Baht of new loans under this campaign.
According to Mr. Pakorn Partanapat, Executive Vice President of KASIKORNBANK, the property market is showing signs of recovery, with new projects launched by developers and rising applications for home loans. Therefore, KBank is introducing a promotional campaign, “K-Home Loan: Click ‘Like’ to win a Benz!”, which focuses on target customers of the new generation. The campaign involves a short film with music which is of interest to and accessible online by the new generation.
K-Home Loan customers or other interested persons can view “The Order from the Heart” via
www.askkbank.com/theorder – a short film presenting a story of love and bonds that relates to the key message of “K-Home Loan: More than Home Loans, with Service from the Heart”. The movie reinforces the Bank’s policy of excellent services for all. The film stars today’s hottest actor, Mr. Prin Suparat (Mark), and Ms. Disaya Koragotchamas (Tiew), who are starring together for the first time. Music for the film, “Khamsang Chak Huachai”, is performed by Peet Peera, renowned singer of love songs.
Together with the film, KBank is introducing a promotional campaign, “K-Home Loan: Click ‘Like’ to win a Benz!” to strengthen relations with target customers online. Customers who apply for a K-Home Loan from August 20 to December 30, 2014, are invited to watch the short film and click “Like” for one of the three choices to vote on how the story will end. Voters for the most-popular choice are eligible to win a 2.39-million-Baht Mercedes-Benz CLA 180 (1 prize) or a 13,990-Baht digital camera, the Panasonic Lumix TZ60, (100 prizes). Participants from the general public are eligible to win a “The Order from the Heart” bag worth 3,990 Baht (400 prizes). Total value of all prizes equals 5 million Baht.
Mr. Pakorn added that, given the anticipated economic recovery in the second half of this year, demand for home loans – the main consumer loan product – will be on the rise. Under the “K-Home Loan: Click ‘Like’ to win a Benz!” campaign, the Bank expects to extend at least 17 billion Baht of new loans.
As of the end of July 2014, outstanding loans under K-Home Loan equaled 227 billion Baht, of which 28 billion Baht was new lending extended during January to July. The new loans account for 57 percent of the Bank’s full-year target of 49 billion Baht which is a growth of 5-6 percent over-year.