Bangkok--18 Sep--FleishmanHillard
Award-winning 'Dim Light Ads’ by Krungsri Auto promotes friendly out-of-home advertisin
Billboards usually have striking visual elements. Still, the one from the project 'Dim Light Ads’ by Krungsri Auto chooses to turn out-of-home media into a tool for raising awareness around road safety, which has garnered three awards from two competitions in Thailand and Asia.
According to the Insurance Information Institute (III), approximately six to nine percent of traffic accidents in the U.S. in 2018 were caused by external distractions, including large LED billboards that emit harsh glare at night. Such intense light can lower drivers’ visibility and may cause momentary blindness. In Thailand, digital billboards have seen continuous growth in recent years. The data from Plan B Media, a leading out-of-home media service provider, indicates that the number of its digital advertising displays was more than doubled in the past year, from 400 screens in 2018 to 943 in 2019.?
With the commitment to the Responsible Lending practice, Krungsri Auto, a leader in automotive finance under Bank of Ayudhya PCL, recognizes the importance of such an issue and created the 'Dim Light Ads’ project. Launched in November 2019, the initiative involves dimming the light of all Krungsri Auto’s advertisement on 112 LED displays, with more than 133 million eyeballs in the first month of the campaign. The project’s uniqueness is that the billboards’ brightness is reduced, but commuters can still clearly see the advertising. By decreasing the contrast, increasing the color tone, and highlighting the overall picture’s dark areas, the screen brightness was reduced from the usual level of LED displays at 800 lux to 200 lux, which is considered safe for drivers.
The 'Dim Light Ads’ project is a part of Krungsri Auto’s LET’sponsible initiative, aimed at cultivating social responsibility by encouraging everyone to start with themselves and pass it onto others. This latest creative work for social good not only presents best practices for other brands but it also successfully implemented a solution to real problems by making the advertising friendlier for road users. Today, Krungsri Auto still dims the light of all of its advertisements on Plan B Media’s LED screens by 20%, even after the campaign has ended.
Mrs. Kittiya Srisanit, Head of Krungsri Auto Group, Bank of Ayudhya PCL, discussed the project’s concept and success, “As a Responsible Lender, we are immensely proud of the Dim Light Ads project, which is a reflection of our goodwill and understanding of all automobile users. The initiative also received three awards from two competitions, including Bronze in Good category (Good for People sub-category) and Bronze in Media category (Corporate Image/Corporate Social Responsibility sub-category) from Thailand’s Adman 2019 and Work for good category from Campaign Brief’s The Work 2019, an Asia Pacific competition.”
Hosted by the Advertising Association of Thailand, Adman Awards is a marketing communications award show that recognizes creative works across disciplines as well as innovative media strategies. The prestigious The Work award was founded by a leading international creative industry publication, Campaign Brief. The prize is awarded to outstanding advertising works from Australia, New Zealand, and Asia that have already been a finalist or winner at another award shows. Such accolades are further proofs of the success of Dim Light Ads by Krungsri Auto.
The New Experience with Krungsri Auto
Krungsri Auto, a leader of automotive finance business under Krungsri, offers a variety of loan services, including “Car for Cash”, “Krungsri Rod Baan”, “Krungsri New Car”, “Krungsri Used Car”, and “Krungsri Truck” operated by Krungsri Auto Group, Bank of Ayudhya Public Company Limited, “Krungsri Motorcycle”, “Krungsri Big Bike”, “Krungsri Used Big Bike” “Car for Cash Motorcycle” “Krungsri Inventory Finance” as well as insurance services by “Krungsri Auto Broker”, operated by Ayudhya Capital Auto Lease Public Company Limited.
Customers can access these financial services through Krungsri Auto’s 51 branches and the Bank of Ayudhya’s branches nationwide, and Krungsri Auto Call Center (tel. 02-740-7400, press 1). Visit www.krungsriauto.com or www.facebook.com/krungsriauto for more details.