Krungsri First Choice has increased applications in Thailand’s unsecured lending market by focusing on relieving the stress of waiting for a credit decision
In Thailand’s unsecured lending market, approval speed is a familiar claim. Ayudhya Capital Services has given Krungsri First Choice a sharper angle by focusing on something borrowers feel more directly: the stress of waiting for a decision.
Research and social listening have shown the delay between application and approval is not just a functional step in the process; it is a source of anxiety. That gave the Krungsri First Choice campaign a clearer emotional trigger than just another generic promise of fast service.
The Patient campaign used a Thai cultural reference to make that frustration instantly recognisable. A film scene built around the irritation of being told to wait helped frame the message in a way that felt familiar and locally grounded. The creative idea gave approval speed a more human meaning by presenting it as a relief and not just efficiency.
Driving acquisition
The campaign was designed to drive acquisition, not simply awareness. Krungsri First Choice wanted to attract younger applicants, improve brand perception and turn attention into completed applications in a highly competitive market.
Execution followed that commercial goal. A longer online film introduced the idea and built audiences for retargeting. Shorter videos extended reach and frequency, while social content and influencer activity supported consideration. Retargeted promotions then pushed prospective customers towards web leads, app registration and branch referrals. Automation and campaign optimisation were used to improve delivery while performance was tracked.
The results were strong. Krungsri First Choice reported more than 2 million clicks on online ads. From May to July 2025, new account openings rose 51% year-on-year and cash card applications increased 83%.
Improved efficiency
Efficiency also improved during the campaign. On Meta, automation and optimisation cut cost per action on web and app channels by 78% and reduced cost per completed app registration by 67%. The company also reported 99% positive social sentiment.
The campaign worked by linking faster approval to a customer frustration that people already understood and the decision to root that claim in a customer frustration that was already clear. In a market where product features are easy to imitate, the campaign has given Krungsri First Choice a more distinctive message and helped turn relevance into growth.