Through fast-paced storytelling and frictionless user journeys, Krungsri First Choice (Ayudhya Capital Services) has doubled mobile account conversions in Thai consumer lending
As attention spans shrink and digital behaviours shift, the challenge for financial marketers is not just reach but relevance. For Ayudhya Capital Services, a subsidiary of Thailand’s Bank of Ayudhya (Krungsri), the answer lay in speaking the language of its core demographic, both literally and culturally. With mobile-first consumers demanding speed, simplicity and relatability, the bank, also known as Krungsri First Choice, launched its ‘What The Fast’ campaign as a multi-platform effort designed for the TikTok era.
Humour with intent
Unlike traditional campaigns that focus solely on features, ‘What The Fast’ used humour rooted in Thai culture to make a case for speedy financial services. Drawing on everyday situations – from asking a parent for permission to stay out late to reconciling with a partner – the short video series depicted how fast and easy such approvals could be if they were as swift as Krungsri First Choice card application process. These 15-second microfilms captured attention on TikTok, Instagram Reels, YouTube Shorts and Facebook, combining storytelling with conversion paths embedded directly into the content.
Seamless targeting
The campaign was engineered around three key digital phases: awareness, consideration and conversion. From rapid-fire scenarios that grabbed viewers in the first second, to embedded application links that enabled real-time action, each element was designed to minimise friction and meet users in their moment of intent. Media strategies such as YouTube’s Video View Campaigns (VVC) further optimised placement and discoverability.
Measurable impact
The results speak to both reach and resonance. The ‘What The Fast’ campaign achieved a 283% higher view rate than forecasted within just 25 days, generating nearly 3.8 million complete video views. More notably, it drove a 79% year-on-year increase in credit card and personal loan new accounts applied via mobile application between July and October 2024, setting consecutive monthly highs.
This performance has not only positioned Krungsri First Choice as a digital leader in consumer lending, it has also earned the brand the Best Social Media Campaign title at the Retail Banker International Asia Trailblazer Awards 2025.