Bangkok--19 Oct--Aziam Burson-Marsteller
KRUNGSRI Auto, a leading automotive financial solutions provider that offers customers a wide range of products and services, moves to promote the KRUNGSRI Car For Cash product by launching a new TVC entitled ‘The Real Hero,’ based on its customers true stories . The TVC was directed by 4 famous directors. KRUNGSRI Car For Cash expects new loans to grow 40% by the end of 2010.
According to Ms. Choosri Patcharoen, Executive Vice President, Marketing & Strategy Management, Ayudhya Capital Auto Lease plc., or KRUNGSRI Auto, which provides a comprehensive auto loan portfolio, KRUNGSRI Car For Cash has organized the ‘Stay with Hero, Fight All Financial Burdens’ campaign to create understanding among consumers who have used cash in case of emergencies, that there is no shame in using credit to do good things for themselves and their families. Consumers can be real heroes for their families through KRUNGSRI Car For Cash.
Today (October 19), KRUNGSRI Car For Cash launches ‘The Real Hero’ TV commercial, which is based on true stories of its customers to reinforce the 4 special benefits: fast approval, 72 months payment, no guarantor, and consideration of 15 year old used cars. These benefits are in line with customers’ needs. The TVC consists of 4 stories which were directed by four well known directors: Pen-Ek Ratanaruang — who directed ‘Last Life in the Universe’ (Ruang Rak Noi Nid Mahasan), Yuthlert Sippapak who directed ‘Rahtree: Flower of the Night’ (Buppah Rahtree), Wisit Sasanatieng who directed ‘Citizen Dog’ (Mah Nakorn), and Chukiat Sakweerakul who directed ‘The Love of Siam’ (Rak Haeng Siam) in order to ensure that viewers enjoy and appreciate the TVC. The TVC will be on aired starting October 19, 2010.
“This TVC follows the contest under ‘the Stay with Hero, Fight for All Financial Burdens’ campaign, which invited customers to share their experiences about asking for auto finance credit to solve their personal problems i.e. for financial liquidity, for education of their children, for medical care for their families. There were over 300 stories sent in and we selected 4 very interesting stories for our film. The TVC reflects the brand values and role as a supporter of heroes while consumers will identify with the TVC as it is comprised of real customer stories”, said Choosri.
The Real Hero TVC communicates the strength of KRUNGSRI Car For Cash to create product recognition among consumers. The TVC consists of 4 stories: 1. ‘Love’, directed by Chukiat Sakweerakul, to communicate fast approvals. The story of a couple who collects money for the birth of their child but there is an emergency and they need to deliver the child early. KRUNGSRI Car For Cash approved the application in 24 hours; 2. ‘Dream’, directed by Wisit Sasanatieng, to communicate no guarantor. The story is about the dream of a consumer who wants to open a restaurant, but he didn’t have any guarantor. He came to ask for credit with KRUNGSRI Car for Cash to make his dream come true; 3. ‘Fear’, directed by Yuthlert Sippapak, to communicate about a 15 year old used car being the asset for financial credit. The story is about a grandfather who passed away in the ground floor bathroom and made his family afraid of a ghost. The family brought a 15 year old used car as collateral to ask for financial credit from KRUNGSRI Car For Cash to build a new bathroom on the 2nd floor of their home; 4. ‘Hope’, directed by Pen-Ek Ratanaruang, to communicate 72 months payment. The story is about a mother who hopes that her son will have a good education. When the economy turns down she doesn’t have enough money to cover her son’s education costs, she brought her car to get 72 months payment credit.
“Currently, we have 40% market share. With the Market Shaper positioning we have used and a communication strategy leveraging the Real Hero TVC, we are confident we will create interest and brand recognition among consumers to make the KRUNGSRI Car For Cash brand the top brand in customers minds. We expect, by the end of the year, total new loans of KRUNGSRI Car For Cash of 1.6 billion baht, up 40% compared to last year,” concluded Choosri.
For further information, please contact:
Ayudhya Capital Auto Lease plc
Thitipa Laxanaphisuth, Tel. 02 627 8930 Email:
[email protected]
Aziam Burson-Marsteller
Tel. 02 252 9871
Email:
[email protected]