2 November 2021
Bangkok (2 November 2021) --
Krungsri (Bank of Ayudhya PCL) releases the campaign of “Happiness is Simple”, using song and music video to convey the simple happiness around us derived from more than 2 million comments on the social media and reflecting the objective of KMA-Krungsri Mobile App which aims to build a happy life for everyone by making every financial lifestyle simple. Trendy new-gen singing artist ‘MORVASU’ is invited to join the project as the composer of the song which is written based on the comments about moments of happiness posted on the social media and the art director of the MV. The song and MV are set to be released through all online channels from 2 November onwards.
Ms. Mingkwan Pattanawong, Krungsri Executive Vice President and Head of Corporate Branding and Marketing Division, said, “Krungsri has been constantly driving business through customer centricity and carried out product and service development with the voice of customer. Accordingly, we developed KMA-Krungsri Mobile App, the main mobile banking platform for Krungsri customers, to uplift the ever changing user experience. The effort has resulted in continuously increase in the number of users especially the young customer segment. Since KMA is the mobile application that is advanced, easy to use, and capable of meeting the needs of users of all lifestyle groups, while at the same time we are nearing the festive season of joy and happiness, Krungsri therefore launches the “Happiness is Simple” marketing communication campaign by leveraging the social media comments from more than 2 million Thai people about the happiness that can happen easily around them. This is in line with the objective of KMA which aims to help create a moment of happiness for its users in conducting financial transactions as it meets the needs of all financial lifestyles and simplifies the financial life.”
The “Happiness is Simple” campaign is the first collaboration between Krungsri and Khun Vasuphon Kriangprapakit (Mor), aka “MORVASU”, high caliber song composer and art director who is one of the idol artists who represents the lifestyle of the younger generations. The song and MV released during the campaign are titled “Smile Baby Smile” and are approximately 3 minutes in length. Various presentation techniques are used in the production. Krungsri uses the social listening tools to compile the comments posted by more than 2 million people on the social media talking about their own happy moments, create content grouping, and then select the top comments to communicate as the contents of the song. The animated MV features the paintings of new-gen female artist Kanithrin (Kanitharin Thailamthong) using the approach of ‘Satisfying Video’ that portrays repetitive events or actions that viewers find satisfying and relaxing. Krungsri believes that this campaign will help deliver the moments of simple happiness to everybody during the year-end period,” Ms. Mingkwan elaborated on the details of the campaign.
Krungsri Mobile App has been developed by Krungsri to deliver the experience of banking at your fingertips which is user friendly and satisfies the needs of all lifestyles with a comprehensive range of financial products and services.
“Krungsri hopes that the “Happiness is Simple” campaign will not only create wider awareness for KMA among target customers, especially the new generations, but also be a medium for sending happiness to everybody at year-end. We hope that it will encourage us to observe and find happiness in the little things around us as we believe that every happiness is simple, similar to the financial transactions that can be made simple via KMA,” Ms. Mingkwan concluded.
Watch the MV that will make you smile and feel happy easily with KMA–Krungsri Mobile App at
https://youtu.be/Jh6QB7Oe3ek or find additional information via
https://bit.ly/3CBCjoG
#HappinessIsSimple #KrungsriMobileApp #NeverStopCaring #KrungsriSimple