Brand: K Plus
Agency: GREYnJ UNITED Bangkok
A) Commercial objective
In the near future mobile banking usage will be a significant portion of every bank's revenue and profit in Thailand. K PLUS is currently the no.1 mobile banking application with the most number of users. KBank aims to expand market size from the current pool of 35 million users among 10 competitive brands to gain new comers from the potential 95 million bank account holders in Thailand.
B) Marketing Objective
To remain no.1 in market share, leadership perception and also grow share by attracting and connecting the app and brand with the new "Younger & Suburban" users.
C) Communication Objective
To create mass top of mind awareness for K PLUS and strengthen its no.1 position in the market. To make K PLUS synonymous with mobile banking app.