This Lofi Music Video Is Made from Social Media Posts about What Makes People Happy

Krungsri bank launched its most digital-led campaign yet for its digital banking app, Krungsri Mobile App (KMA). In a time of pandemic and economic uncertainty, Krungsri bank wanted to find a way to inspire optimism and help customers cope with financial stress and anxiety. With this in mind, Krungsri bank launched KMA with 'Smile Baby Smile'.

'Smile Baby Smile' is the first music video created from the internet’s 40 Top Everyday Happy Experiences. In partnership with Wunderman Thompson Thailand, the team analyzed data from millions of internet posts and comments from netizens and compiled the internet’s top 40 simple everyday pleasures that spark joy, including cats, coffee, drama series, and sunset. These comments were then adapted into a music video, showcasing what makes people happy and to remind everyone to take it easy for a day. 

The music video was produced in collaboration with musician and director, Morvasu, and illustrator, Kanith. Both artists crafted the lyrics and animation respectively, based on KMA’s social listening data. The lyrics elaborates all the simple ways people can do to enjoy their day, such as “Waking up to a nice cup of coffee”, “Unboxing my new toy”, and “Getting paid cures all ailments”. The final verse focuses on the benefits of KMA and how “Happiness is easy…as mobile banking”.

The music video received 10 million views and countless positive feedback within its first week of launch, and kickstarted an integrated campaign on social media platforms including TikTok and Instagram. By embracing a consumer-first approach and adopting a fresh take on mobile banking advertising, KMA is now an established part of the audience’s digital lifestyle.

Mingkwan Pattanawong, executive vice president, head of corporate branding and marketing division, Bank of Ayudhya PCL says: "Simple Happiness' is a campaign that not only reflects Krungsri's brand promise of “Make Life Simple”, but also aims to give happiness back to consumers under the epidemic situation and during the year-end celebration. It is just like KMA – Krungsri Mobile App, which is easy to use, meets every financial transaction need, and helps make consumers smile. For this campaign, we work with Wunderman Thompson to use a new creative style of music marketing by bringing more than 2 million voices of Thai people from social media channels that reflect their simple happiness to create this new song and MV. We believe that this campaign will give our target audience a moment of happiness and smiles together.”

Thasorn Boonyanate, executive creative director, Wunderman Thompson Thailand says: "Bank of Krungsri wants to change their appeal from a classic, traditional bank into a more digitally driven service with their app called "KMA". With the tension of COVID-19 where everyone is more stressed than ever, we thought to we create an entertaining and relaxing music video, combining all the things people love to see with the recent trend where people love to watch "Satisfying Video - Lofi - Relax" videos. It is the first time in the history of Financial banking where a music video was created with digital data from 2 million netizens!"