BBL ad campaign stresses life's happy moments
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Bangkok Bank (BBL) has launched its first TV advertising campaign in a decade to strengthen its brand image with an "every happy moment counts" concept at a cost of more than Bt100 million.
Thaweelarp Rittapirom, executive vice president of the bank, said Thais had been through many stressful situations of late, including last year’s devastating floods, the political turmoil and the financial crisis, and the bank was keen to demonstrate that it would stick with its clients throughout life’s journey.
The series of TV advertisements depicts details of human relationships at every stage of life, because banking is a service business, and service businesses deal with people, the banker said. BBL spent more than Bt100 million on the TV campaign and related activities under the theme “every happy moment counts”.
The bank has launched specific products and services through TV ads, but this is the first time in more than 10 years that it has aired free-TV ads designed purely to promote its image, Thaweelarp said.
Although Thais are familiar with the Bangkok Bank brand, BBL wants to strengthen the perception of the bank as a financial house that works alongside customers through every stage of life.
“We just want all people, not only bank customers, to talk about our TV ad. We hope to see all people in Thailand recognise that happiness is meaningful. Meanwhile, the TV ad will help tighten the relationship between customers and our bank staff. Further, information from customers will give us ideas on improving our services,” he said.
The TV ads are like pieces in a jigsaw puzzle showing Bangkok Bank’s goal of looking after and helping customers in every stage of life, because the sustainable growth of customers means sustainable growth for the bank, Thaweelarp said.
Bangkok Bank staff across the country will wear T-shirts with the slogan “every happy moment counts” every Tuesday and Friday. This is the first time that Bangkok Bank staff will wear a casual uniform. Employees will give lollipops to customers upon the completion of their business when they visit branches.
Kasikornbank and Siam Com-mercial Bank (SCB) have recently aired TV ads as well. Kbank’s ads promoted an image of loyalty, while SCB emphasised its status as the first bank in Thailand.
