Krungsri Bank: Condo hunting on the move

Mew Vararat

Campaign details

Brand owner: Krungsri Bank
Agency: Lowe and Partners
Brand: Krungsri Bank
Country: Thailand
Channels used: Internet – general, Other and ambient media, Outdoor, out-of-home, Print – general, unspecified, Radio
Media 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 neglected group of customers – the budget condo buyers.

Banks don't often prioritise this group because of their low value potential. But Krungsri saw it differently. Budget condo buyers could be a good source of growth if Krungsri could become their go-to financier – especially if they were shown that buying a condo couldn't get any easier with Krungsri by their side.