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Aira & Aiful to boost digital platform via ‘A money’

Mar 11. 2019
Katsuhiko Madono, chief executive of Aira
Katsuhiko Madono, chief executive of Aira
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AIRA & Aiful yesterday released its 2019 business plan which aims to further penetrate the personal loan market by using a character marketing strategy, as well as creating brand awareness and brand recall for “A money”.

New digital platforms are going to be launched to improve service, making it faster and more convenient to match customer lifestyles in the digital era.

Aira & Aiful Plc is a loan cash card provider of “A money”, which they market under the concept of “A money, your financial buddy”. Coming into its fifth year, the company is setting the goal of becoming Thailand’s fastest growing provider of personal loan services, said CEO Katsuhiko Madono.

To achieve that, Aira & Aiful began last year to step up its brand-awareness and brand perception activities through character marketing – by introducing “Saruu”, a snow monkey mascot.

The Saruu icon has been promoting A money at branches and through brochures and videos under the “Witty-Smart-Friendly” concept, which reflects A money’s brand personality of active, smart, witty, and friendly.

The snow monkey mascot is also a symbol to convey A money in terms of being the loan cash card provider that provides easy application, quick approval and instant hand-over of their card.

Joining Saruu in promoting the brand is Ter Chantawit, who has been A money’s presenter for three years. CSR projects under “A money, buddy for does good” campaign have also been launched to support the company’s direction. The CSR projects encourage employees to be a part of delivering good things to society and creating a sharing culture within the organisation.

Furthermore, the company is planning to develop services by integrating new platforms and technologies to increase their efficiency in serving customers.

This direction matches with the expectations of today’s customers, who prefer ever-more convenience along with secured services. Proactive marketing strategies have also been launched to return profit to customers with a good instalment payment history. The latest campaign, “Pay on time, to earn rewards”, launched in January 2018 and there will be additional campaigns launched in 2019.

Madono said that A money’s primary target is a company employee in either urban or industrial areas. The company currently has 86 branches nationwide, divided into 53 branches and 33 booths. An A money customer can withdraw money from the ATMs of partners – Thanachart Bank, Krungthep Bank, Krungthai Bank, and K Bank, along with 15,000 Counter Service’s service centres, 2,000 Tesco Lotus one-stop services and 900 Big C cashiers. A money continues to expand partners to ensure that customers throughout the country can access their service.

Madono sees a bright future based on continued consumption.


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