Krungsri Bank: Condo hunting on the move

Mew Vararat

This case study describes how Krungsri, the bank, challenged the dominant brands in the Thai mortgage market.

Krungsri Bank: Condo hunting on the move

Mew Vararat

Campaign details

Brand owner: Krungsri BankAgency: Lowe and PartnersBrand: Krungsri BankCountry: ThailandChannels used: Internet – general, Other and ambient media, Outdoor, out-of-home, Print – general, unspecified, RadioMedia budget: Up to 500k

Executive summary

Krungsri is a small player in the mortgage market in Thailand, a category dominated by the top three banks. This campaign was the first step in Krungsri's fight to increase its share in that mortgage market, not by going head-to-head with those banks but by targeting a...

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