Tana Pothikamjorn, Chief Executive Officer of KASIKORN LINE Co., Ltd. said, "After LINE BK introduced 'Short of money? Get help through LINE' in February, the campaign has built a strong awareness for LINE BK. The number of loan applications has increased by 20% accompanied by the highest record of loan volume booking in the last 6 months. As a result, LINE BK's outstanding loan balance has grown up to 17 billion baht and reached 4.3% of nano loan's market share, while nano credit line applicants also grown to 6.8%*. Moreover, the campaign has brought LINE BK to upcountry presence, with the highest number of applicants from the Northeastern region, and half of our current users are freelancers.
'Short of money? Get help through LINE', was the first music marketing campaign for LINE BK, with the key objective to increase legal credit opportunity among low income and help decrease illegal debt issue. LINE BK offers 2 types of loan; one is Credit Line (Personal loan) and Nano Credit Line (Nano loans). The campaign consists of a song and a music video 'Tee-peung-taang-LINE' which was a collaboration with Thailand's music giant RSIAM of RS GROUP, featuring Bitoey, a well-known Thai country singer, and a rap star, URBOYTJ, and a new TV Commercial that included pain points from 3 different customer groups; salary earners, freelancers, and factory workers, highlighting the key benefits of LINE BK which are instant approval, no requirements for payslips, and minimum income of 5,000 baht.
LINE BK has promoted the campaign through offline and online media; TV Commercial, Social media; Facebook, LINE, Twitter, YouTube and TikTok. In addition, there is nationwide out-of-home media (OOH) such as billboards, public transportation, and markets. Two months after the launch, we have managed to reach over 37 million of Thai people**, or 56% of the total Thai population of 66.1 million people.***
"From the very beginning, our expectation is to expand customers via music. We wish to drive LINE BK awareness among Thai people and allow them to access trusted credit easier, and reduce illegal debt issue, especially in the upcountry. The campaign has been a viral and has caught public attention, which helps drive loan application towards a great quantity and a great quality.", concluded Tana.
* Reference from Bank of Thailand ** Reach number from all online media platform of LINE BK *** Reference from the announcement of the Central Bureau of Registration regarding the number of residents throughout the Kingdom according to the civil registration on 31 December 2021
Source: ChomPR