VMLY&R and Krungsri Show the True Value of Seamless CX in Heart-Warming New Film

Global brand and customer experience agency, VMLY&R and leading Thai Bank, Krungsri are demonstrating the power of seamless customer experience (CX) in a surreal new heart-warming film.

Entitled 'Your time,' the sentimental film is part of a larger integrated brand refresh campaign positioning Krungsri as ‘the time saving bank’ – owing to its seamless digital banking experience which makes banking simple, easy and fast, giving Krungsri customers more time to do what they love.

Targeting Krungsri’s younger customers and based around the brand’s message of “valuing their customers’ precious time, no matter how eccentrically they wish to spend it,” the film was inspired by real customer interviews highlighting some of the things the bank’s customers’ would do if they had more time.

Directed by award-winning-director Teerapol Suneta, the film provides a surreal juxtaposition of life-like customer testimonials with bouts of visual surrealism, showing how each of Krungsri’s banking touchpoints is seamless, unintrusive and swift. From flirting with boys, to spending time with their cat, cosplaying to chillaxing with loved ones, the film shows how Krungsri allows its customers time to indulge in their hearts’ desires.

Building on the banks’ 2012 brand promise ‘Make Life Simple,’ the film forms part of a larger integrated campaign spanning out of home advertising (OOH), online ads, KOL campaigns and TV. Since its launch in February this year, the film has reached over 45M views.

Commenting on the campaign, Anuwat Nitipanont, chief creative officer, VMLY&R Thailand, said: “At VMLY&R we are committed to creating connected brands which truly put humans at the center of any brand decision. Connecting with Krungsri’s customers, we know that ‘time’ is of universal value – giving each of us the opportunity to do more of the things we love."

“Building on Krunsri’s brand essence of simplicity, the film aims to communicate the bank’s understanding of its customers and its promise to meet their needs of their increasingly busy lifestyles, in a way that resonates with them on a personal level – helping to transform Krungsri’s positioning as the bank for financial solutions, to the bank for life solutions.”

Commenting on the campaign, Ekkavee Visitsunthorn, head of corporate marketing, Krungsri Bank, said: “‘Make Life Simple’ has been the Krungsri Brand promise since 2012 and continues to be so in today’s fast paced world. Today, ‘simplicity’ means innovative solutions that are seamless and integrated into daily lives; it means being worry free. People are no longer just looking for a financial service provider, they are looking for a partner that truly understands them, who can inspire them to achieve their goals and provide seamless solutions that simplify their financial matters so that they can have more time to spend on the things that matter. With this campaign, we want to portray that Krungsri can be the life partner they are looking for, while solidifying our ‘Make Life Simple’ brand promise for customers of all segments and age groups.”