CHALLENGE

Household debt drastically increases in Thailand. The issue partly comes from several media outlets that lure people to spend more than they actually need, such as blogger reviews, discount privileges, give-away vouchers and the product itself. This causes people to experience a lack of control in their spending habits. Krungthai Bank wants to take affirmative action and help people understand the importance of Financial LIterary, not just in theory but in practice.

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IDEA

Launching a fashion brand named “HI-SA-TI”, a new line of fashion products with memorable product names which come from phrases that most people would say before making a purchase. The key point is that these names can help people to reconsider their spending habits such as;

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HOW IT WORKS

We promote these products through online video, also on shoppers favourite places to browse goods. Once the target audience sees our products, it will have the affect of waking them up from their shopping illusion.

RESULTS

We turned the issue that people rarely talk about into public interest and earned positive responses on social media. Celebrities are engaged in the campaign allowing it to grow organically. Most importantly, the campaign raises people awareness about Financial Literacy and allows them to be more responsible when it comes to their spending and shopping habits.